UNCOVERING ETHICAL ISSUES ON DIGITAL MARKETING: A REVIEW AND FUTURE DIRECTION
Muhammad Sani Gawuna, Ph.D
Volume 3 Issue 2
Abstract
The proliferation of information and communication technologies that led to the emergence of digital marketing has transformed the way businesses are conducted. This brings huge opportunities and benefits to both consumers and organizations. Thus, for organizations to remain competitive, they are expected to exploit this marketing practice. However, despite the myriad of benefits associated with digital marketing, it is equally surrounded with some challenges and evolving trends. Informed by communication privacy management (CPM) theory and psychological reactance theory, the article aimed at examining the hurdles along with some emerging issues surrounding the concept. Knowing them in depth will aid companies to be proactive and develop effective digital marketing strategies that will aid them to achieve their goals. Secondary sources of data have being employed in the study. Various recommendations were offered to organizations and other industry experts. Equally, suggestions for upcoming studies were offered. Key words; Digital Marketing, DM, Privacy Concerns, Trust
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