Ethical issues about kids targeting
- December 23, 2020
- Posted by: RSIS Team
- Categories: IJRSI, Marketing
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 OUIDDAD2
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.
