Ethical issues about kids targeting

International Journal of Research and Scientific Innovation (IJRSI) | Volume VII, Issue XII, December 2020 | ISSN 2321–2705

Ethical issues about kids targeting

Saad AIT LAMKADEM¹, Smail OUIDDAD^2
1PhD student at Hassan First University Of Settat, Morocco
²HDR Professor at Hassan First University Of Settat, Morocco

Abstract: Digital marketing practices have gained an increasing theoretical attention. Most studies concentrated on issues related to Marketing ethics in the context of traditional media. This paper is a literature review that aims is to focus on ethical issues surrounding targeting in the digital marketing era. This article is a theoretical review, that presents a conceptual analysis about marketing ethics in children targeting which is merely based on relying on secondary sources of recent data. In this paper, we will concentrate on specificities of targeting in the digital marketing context and children targeting that evolves continuously to sway kids purchasing decision.

Keywords: Digital Marketing Ethics, Marketing Ethics, Data privacy, Deceptive marketing, Children targeting

I. INTRODUCTION

The world today is living an unprecedented situation, due to the digital transformation. The phenomenon that influenced organizations especially on the transformation process itself Morakanyane et al. (2017).The new digital era is characterized by the widespread use of the internet, this powerful tool that allows organizations to reach their prospective customers. This new digital market is a fertile ground for organizations, full of opportunities, to communicate and to reach people worldwide.

Read More