The Impact of Community of Practice on Ethical AI Marketing Strategy: The Mediating Role of Corporate Social Responsibility

The core aim of this thesis was to examine the impact of Communities of Practice on ethical AI marketing strategy, with the mediating role of Corporate Social Responsibility (CSR). This study adopted a secondary qualitative method based on constructivist philosophy and inductive reasoning. Data were obtained from academic sources and analysed using Reflexive Thematic Analysis to generate conceptual understanding of the relationships among Communities of Practice, CSR, and Ethical AI Marketing Strategy. The analysis reveals four themes: collaborative learning and the development of ethical capabilities, CSR as responsible AI governance, stakeholder trust in ethical AI marketing and the institutionalisation of ethical AI marketing practices. Based on the findings obtained, Communities of Practice help build the ethical capacity of the organisation through appropriate knowledge sharing, cross-functional collaboration, and fostering ethical competencies in the community. Corporate Social Responsibility (CSR) supports this with a system of responsible governance that turns internal ethical learning into commitments of stakeholders. These strategies, when combined, can help build trust-based, transparent, accountable, private, and fair AI marketing campaigns. For the future, it is recommended to use other methods such as interviews and in-depth analysis for obtaining sufficient data and results.

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