Ethical Social Media Marketing in Africa

Robert E. Hinson, Kojo Kakra Twum, Eugene Arhin

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Consumer perception of ethical standards in the use of social media marketing determines trust and loyalty. Social media marketing in Africa is a dominant marketing channel and, thus, must be guided by ethical marketing practices. However, ethical standards relating to social media marketing pose new challenges. To understand what ethical issues should be considered when using social media in marketing, this chapter reviews the pertinent ethical issues organisations and practitioners must incorporate in their marketing efforts. Some of these ethical concerns include fairness, avoiding deception, maintaining dignity and respect, information security and privacy, empathy, transparency, and verifying the source of data. This chapter also acknowledges the role of legal requirements across many African countries that may guide ethical social media usage. The authors identify some professional ethics that can guide organisations in the conduct of social media marketing. The chapter contributes to understanding the state of ethical issues in social media marketing in developing economies. 

Original languageEnglish
Title of host publicationPalgrave Studies of Marketing in Emerging Economies
PublisherPalgrave Macmillan
Pages17-39
Number of pages23
DOIs
Publication statusPublished - 2022
Externally publishedYes

Publication series

NamePalgrave Studies of Marketing in Emerging Economies
VolumePart F3554
ISSN (Print)2730-5554
ISSN (Electronic)2730-5562

Keywords

  • Culture
  • Developing economies
  • Ethics
  • Marketing
  • Social media

Fingerprint

Dive into the research topics of 'Ethical Social Media Marketing in Africa'. Together they form a unique fingerprint.

Cite this