The Role of Ethical Marketing Issues in Consumer-Brand Relationships in the Context of Social Media Marketing

Increasing competitive advantages in the marketplace is the primary goal. Developing solid relationships and brand loyalty with clients is becoming more important for firms in today’s evolving marketing setting. This study aims to assess the role of ethical marketing issues in consumer-brand relationships in the context of social media marketing. The research philosophy used is positivism in this study, followed by deductive approach, and quantitative research method. In this study, the primary research method is used, and data is collected from 232 respondents who are customers of online clothing brands. The data is analyzed through SPSS software. The results depict that social responsibility impacts customer-brand relationships, while other variables like manipulative practices, privacy, and misinformation tactics have insignificant impacts on customer-brand relationships.

Introduction

Utilizing platforms like Facebook, Instagram, LinkedIn, Snapchat, TikTok, and others, social media (SM) is an online communication tool that facilitates users to engage with one another and produce and share information. Millions of people use social media, a well-liked platform for social interaction, to keep in touch and remain in touch with friends and family. Additionally, it enables companies to interact with customers to sell and buy goods, concepts, and stuff (Sirajet al., 2024). The major aim of corporate initiatives of marketing is to succeed over customers. This kind of commitment is frequently demonstrated by positive opinions about the business in both product reviews and the consumer-brand connection. Increasing competitive advantages in the market is the key aim. Developing solid associations and brand loyalty with clients is becoming more important for firms in the ever-developing marketing atmosphere of today (Lee & Jin, 2019). According to Bretcu (2013), businesses should take environmental and social concerns into account while delivering their brand message and marketing their goods to customers. Customers are more inclined to buy goods or services from businesses that employ strategies that center on common concerns. In the modern marketing climate, preserving an association with the customer and enlightening brand loyalty are important issues. These difficulties are made considerably more difficult by the fiercely competitive market of today. For example, contemporary society expects businesses to act morally and responsibly toward their stakeholders (Olins, 2014).

Almost every company sector has seen research on ethical marketing tactics, which are designed to obtain a competitive edge. A company’s ethical marketing strategies have an impact on the regular consumption habits of its customers. Regardless of whether a business is aware of the advantages and disadvantages of consumer purchasing power, all ethical marketing strategies are strongly tied to the purchase of goods or services (Lee & Jin, 2019). The significance of ethical practices in promoting ethical management, advancing business sustainability, and addressing basic marketing challenges (such as pricing, advertising, and product safety) has been recognized by corporate managers and marketers. The business practices of an ethical or unethical company are intrinsically linked to its overall evaluation and reputation; it also highlights the company’s critical components for maintaining market competitiveness (Lee & Jin, 2019).

One significant problem is the dissemination of false information, which can have detrimental effects on people in a variety of ways, including deceit. Malik and Dhiman (2022) contended that social media has become unavoidable in the postmodern period and that consumers’ widespread use has ethical ramifications. The easy invasion of privacy on social media, which frequently necessitates giving personal information that is then utilized for many purposes, namely marketing and other misuse problems, is one of the factors raising ethical concerns (Sirajet al., 2024). People are put in danger by this risk factor when using social media. Therefore, exchanging personal information should be done with caution. With targeted brands and engaging archaism, social media advertising has changed marketing methods and increased its influence more than traditional media. However, it has also brought up significant ethical problems that have destroyed customer loyalty and trust. Ethically using social media improved brand affinity. Sirajet al. (2024) believed that ethical advertising avoids deceptive or manipulative approaches, guarantees that consumers are fully informed about the goods, and prioritizes openness. Over the past ten years, social media use has significantly increased. Simultaneously, ethical concerns in advertising have significantly increased. The amount of personal information that social media businesses collect and share with various third parties is often unknown to customers. As these businesses interact with customers, privacy becomes a major problem (Leonidouet al., 2020). Customers risk their privacy, for instance, when they exchange their personal information for a particular platform in an intangible, non-monetary transaction. Regarding informed permission and confidentiality, these social media behaviors bring up several fresh issues.

Zimmermannet al. (2022) believed that social media sites gather information by allowing users to create personal profiles. The data is disseminated and mirrored on various platforms via the algorithm process. In violation of the core ethical precepts of consent, user data about demographics, interests, and online activities is frequently utilized in sales purchase marketing. Such a method seriously compromises customer privacy and undermines social media marketing’s credibility and confidence. Real and sponsored material in ads raises further ethical questions. For customers to grasp the content of ethical advertising, it should be clearly labeled. By doing this, dishonesty is avoided and consumer trust is increased. This study aims to assess the role of ethical marketing issues in consumer-brand relationships in the context of social media marketing.

Literature Review

Theoretical Background

Ethics and Moral Philosophy Theory

For an authentic product picture, the ethical and moral philosophy founded on virtue, rights-based ethics, and deontology is the second theoretical perspective that is employed (Domieet al., 2023). When it comes to consumers’ decision-making, social media marketing should be honest (Megíaset al., 2023). A successful firm maintains high professionalism in fostering customer loyalty and trust by using honesty, fairness, and integrity in social media marketing (Megíaset al., 2023). According to the theory, media marketing ought to safeguard the autonomy, privacy, and liberties of consumers.

Social Influence Theory

According to the Social Influence Theory, social contacts and influences have a substantial impact on people’s attitudes, beliefs, and ensuing behaviors. This theory clarifies how online communities, peer recommendations, and influencer endorsements impact consumers in the context of social media marketing (Familoni & Babatunde, 2024). The impacts of social influence have been exacerbated by the growth of social media platforms, as more and more people use these online forums to research products before making judgments. Social Influence Theory examines how individuals are affected by others’ beliefs, behaviors, and attitudes, making it highly relevant in understanding ethical marketing’s impact on consumer-brand relationships within social media marketing. Ethical marketing practices, when perceived positively, build trust and foster a stronger connection between brands and consumers. On social media, influencers, peers, and brand representatives can shape consumer perceptions, directly affecting brand loyalty and reputation. Unethical practices, however, can lead to distrust and backlash, rapidly amplified by social media (Walsh, 2020). Therefore, understanding social influence is critical for brands to foster authentic, ethical interactions that sustain consumer loyalty and strengthen brand relationships.

Ethics and Ethical Marketing

The term “ethics” in literature is based on the mechanism of moral standards, norms, and values and the basis and nature of morality that is considered as a direct for people’s behavior, including moral judgments, standards, and conduct guidelines (Lee & Jin, 2019). The words “unethical” and “ethical” are based on the person’s moral evaluation of what is good or bad or right or wrong. Moral sentiments can naturally be neutral or have a negative or optimistic valence (Brunk, 2012). Ethics, according to Lee and Jin (2019), “is a regulation that contracts with what is true and what is false.” Marketing executives’ interactions with stakeholders, competitors, consumers, and members of the organization all influence marketing ethics which also incorporates public opinion into the discussion process (Lee & Jin, 2019). However, for academics and professionals, business ethics is an essential subject. Making and upholding negligible principles of accountability and conduct that businesses must stick to, or a framework of answerability for a firm’s execution of its ethical role, are essential components of corporate ethics (Lee & Jin, 2019).

Numerous studies have assessed the connection between ethical management and ethical behaviors, taking into account earlier business ethics research. Social responsibility and ethics are closely associated because social responsibility includes the social interactions that exist within society, which is where businesses operate (Huret al., 2014). When comparing similar items, customers in today’s society still want higher-quality products and show a preference for socially reputable companies, even if they cost more (Trudel & Cotte, 2009). When emphasized with an ethical dilemma, marketers and managers can follow these guidelines thanks to ethical marketing practices. Moral and ethical practices are always present in marketing. Product-related, price-related, place-related, and promotion-related ethics comprise ethical marketing activities.

Product liability, product safety, and product reproduction are all included in product-associated ethics and are administered by laws. Numerous scholars have highlighted the significance of ethical considerations in the strategy of marketing mix (Huret al., 2014). According to Lee and Jin (2019), to attain a competitive edge and ascertain how these products harm customers, ethics and legal issues are explored more at the time of the new process of product development. The fairness and proportion principles are components of price-associated ethics. Consumer benefits should be proportionate to or equal to price-related ethics. According to the principle of proportion, a service or product’s price should be commensurate with the extent or significance of the benefit it provides. The arrangement of competition may be impacted by unreasonable pricing (Sihem, 2013). Dynamic relations along systems of distribution are a main source of place-associated ethics. Organizations that are heavily involved in the distribution of goods and services from manufacturers to wholesalers to retailers and ultimately to customers might engage in unethical practices, like abusing their position of authority (Sihem, 2013). Personal selling and advertising could be used to analyze ethical issues associated with promotions. Moral issues about public relations, sales promotion, and advertising are included in promotion-related ethics. A sponsor, agency, or the advertisement itself may be at the center of such a moral dilemma. Additional instances comprise problems with sales promotions to brokers, customers, and retailers, as well as issues with partnerships with media outlets for advertising (Sihem, 2013). From this discussion’s point of view, research should be done to develop a theoretical model that clarifies how the marketing mix relates to ethical concerns, relationship quality, and consumer behavior results.

Consumer-Value Brand Relationship Sustainability

Relationship marketing and branding serve as examples of the common components of relationship sustainability (RS) that have developed over the last few decades (Athanasopoulou, 2009). For consumer product identification (CPI), it is crucial to examine the most recent branding context description. Equally significant are the inquiries concerning its nature and relationship to RS. Several words, including brand influence, brand identity, personal relationships, brand interdependence, brand trust, and brand loyalty, emphasize the importance of the association between a brand and its customers. From the standpoint of long-term relationships, satisfied customers boost the potential of the business overall and the brand specifically (Athanasopoulou, 2009). Hierarchical features of the cognitive, emotional, and conative components are provided by earlier models of this relationship. This indicates that relationships are established and sustained over time between consumers and brands. Attainment experience, experience in action, cognitive convictions, emotional experience, and brand commitment are the main determinants of the quality of brand connections between consumers (Thaichon & Quach, 2015). According to an earlier study, characteristics unique to the quality of a consumer-brand connection must be taken into account to improve the consumer-brand relationship and build the ethical and moral interactions of a trade with its consumers (Dwivediet al., 2016). The sustainability of consumer brand partnerships is an alliance formed by a method wherein consumers and brands participate in a marketplace as equal players. According to relationship marketing theory, consumers are more likely to choose brands that prioritize developing a lasting and interesting relationship with them than to be won over by a product’s quality alone.

Conceptual Model and Hypothesis Development

The marketing mix strategy describes how a business provides goods and services to meet the needs of different target market segments (Laczniak & Murphy, 2019). Righteous behavior and high-minded views that educate the marketable venture are the focus of marketing strategies with ethical viewpoints, making them useful for ethical discussions. Ethical marketing issues persist in areas where permissible behavior can occasionally be immoral or when it is unclear if an action is morally or legally acceptable (Islam & Rahman, 2016). Because of this ambiguity in those areas, the role of marketing ethics has grown increasingly vital to produce beneficial effects on the sustainability of the relationship between consumers and brands (Islam & Rahman, 2016). The highest level of ethical authority is the key to boosting trust amongst the company’s many stakeholders, including customers. Brands and consumers engage in constant communication (Kumar, 2016). According to Kumar (2016), the extended marketing mix frequently acts as the initial point of contact for consumers to become familiar with a brand. Since ethical marketing activities are the most obvious of a business’s many strategies and have a significant impact on how consumers view a brand, consumers pay attention to them (Islam & Rahman, 2016). Fairness and human resource management are two ethical concerns that have an impact on consumers’ subjective assessments of products and customer relationships. Since deceptive pricing is the primary factor in consumers being misled into making a purchase, it is necessary to establish appropriate prices in the marketplace to strengthen the bond between brands and customers. Since the negative effects of displays may drive consumers to make irrational judgments, it is important to provide accurate information about products to preserve the relationship with customers (Islam & Rahman, 2016). Consumers may make better decisions as a result of ethical marketing practices linked to the marketing mix components, which could further benefit the business or brand. The corporate community becomes more socially conscious and sensitive as a result of ethical marketing practices, which ultimately have the potential to improve society at large. Building on these points, it is proposed that a company’s or brand’s ethical marketing practices and the durability of its customer-brand relationship are what lead to positive relationships. The sustainability of value-adding products should satisfy consumer needs and desires while ensuring product safety, habitats, and well-being. Customers choose companies that are surrounded by high-quality items and that communicate ethical ideals and responsible behavior. When it comes to the concept of product sustainability, this is known as the customized sustainability that consumers anticipate from the product. Customers and stockholders both show great respect and trust for a business that plans ethical marketing activities for its goods and services (Nash, 2018). Only when their agreements and transactions are founded on moral marketing strategies with their interested parties can businesses reap long-term rewards and win over their clients’ trust. Customers therefore favour firms that are thought to uphold moral principles and act responsibly (Nash, 2018). Based on these arguments, we propose that a brand’s value-adding product sustainability and its ethical marketing practices are positively correlated. Because it is one of the most noticeable areas, consumers constantly watch the brand’s marketing tactics. Additionally, while choosing a brand, consumers attach emotional and reciprocal standards to businesses, activities, and narratives. A link between brand and consumer value develops over time. Instead of focusing on the specific features of the product, customers mostly use their experiences to assess the brand and preferences. Another important factor in the development of a brand’s asset is brand loyalty. Prior research demonstrates that concentrating on the B2C relationship enhances sustainability and brand loyalty (Kumar, 2016). A primary goal of branding is to preserve the high caliber of the customer-brand relationship, as this relationship gives businesses a long-term competitive edge. According to earlier research, consumers are consistently pleased with the advantages of high-quality products (Kumar, 2016). Additionally, because the product’s worth can be viewed as the difference between general and uncharted standards, it is closely related to the customer’s satisfaction and trust. Customers are more likely to acquire loyalty intents and stick with a brand for a longer amount of time when they form a relationship with it because of the positive brand experience and the consistent product value (Kumar, 2016). As a result, brand loyalty is greatly influenced by the sustainability of value-adding products and value-brand relationships. The conceptual framework is shown in Fig. 1.

The hypotheses include:

• H1: There is a significant impact on privacy concerns on customer-brand relationships.

• H2: There is a significant impact of manipulative acts on customer-brand relationships.

• H3: There is a significant impact on social responsibility on customer-brand relationships.

• H4: There is a significant impact of misinformation tactics on customer-brand relationships.

Fig. 1. Research model. Source: Author’s illustration.

Research Methodology

Research Design

The foundation of philosophy is a set of presumptions and ideas about the expansion of knowledge. The author’s research in a certain field is mentioned in the philosophy. The goal of knowledge development is to solve specific problems and expand existing information, not to build a new theory about human motivation. Numerous research philosophies, such as interpretivism, positivism, pragmatism, postmodernism, and critical realism, are employed in various disciplines. The positivist school of thought is applied in this investigation. The main focus of this philosophy is an observable social reality that produces laws that contain generalizations. The rationale for this viewpoint is that the research has developed hypotheses based on the established theory, which are then tested. The fact that this study works with quantitative and quantifiable data is another justification for adopting this attitude (Danneret al., 2018).

In general, two types of research approaches—deductive and inductive—are employed in various investigations. When the author wishes to go from a general to a specific point and the conclusion practically follows from the premises based on the facts at hand, the deductive approach is employed. The inductive technique, on the other hand, starts with specific observations and moves on to more expansive generalizations and ideas. The outcome of this study is predicated on premises that include a degree of ambiguity (Guettermanet al., 2015). The deductive approach, which works well with quantitative data, is employed in this study to test hypotheses. The prior study is replicated in the deductive technique to determine whether similar or fresh results are obtained. This method’s justification is that it begins with a theory, develops hypotheses based on the theory, and gathers and analyses data for testing the hypotheses (Apuke, 2017).

Qualitative, quantitative, and mixed techniques are the three categories of research methodologies that are commonly used. When a study uses numerical or statistical data and tests hypotheses based on the results gathered, the quantitative technique is employed (Apuke, 2017). Conversely, the qualitative approach is employed when the study assesses the respondents’ perspectives and impact on the topic (Clark-Carter, 2018). Another approach that combines both qualitative and quantitative methodologies is called a mixed-method. Because the two approaches are used concurrently, this approach gives the study greater validity. Consequently, the quantitative approach is used in this research to gather and assess data. This approach is focused on quantifiable figures and offers a systematic way to assess occurrences and their relations (Clark-Carter, 2018). By creating connections between many experimental factors that assess predictability and phenomenon control, the quantitative approach provides answers to the problems. Because it takes into account the reliability and validity tools considered for the application of rigor in the dataset, the quantitative method is helpful.

Data Collection Methods

To guarantee that the data collected for this study is first-hand and collected for the first time, the main technique is used. Customers of branded apparel in Pakistan provided the data, which was obtained via contacting them on social media sites like Facebook. A questionnaire that was used in the prior study was used to gather the data. With the supervisor’s assistance, the questionnaire was completed and eventually distributed to 40 participants for a preliminary pilot study. The instrument’s criteria and content validity are examined through pilot research, which also identifies the instrument’s shortcomings (Samii, 2016).

Sample and Sampling Techniques

Purposive sampling is employed in this study. The rationale behind employing this method is that the study focuses on a small sample of survey participants, whose responses are representative of the entire population (Riffeet al., 2019). This method was employed in this study since the data was collected from Pakistani consumers of branded apparel. Shopping centers, boutiques, and apparel stores are the sources of these responders. Their consent to participate in the data collection for this study was obtained before they were given a questionnaire. First, 240 people were given the questionnaire. A 96% response rate was achieved, with 232 out of 240 respondents providing their full answers. Additionally, eight questions were deemed incomplete and excluded from this study. Additionally, the questions were distributed to the respondents by email using a Google form after they were asked for their email addresses.

Data Analysis

Because this study is quantitative, data analysis is done using the SPSS 24 program. The Chronbach Alpha test is used to assess the dataset’s dependability (Berger, 2018). Additionally, descriptive statistics are used to evaluate the data’s normality and obtain a summary of the dataset. The correlation test is employed in this study to examine the relationship between the constructs (Ghauriet al., 2020). Additionally, multiple linear regression (MLR) is used to evaluate how independent variables (IVs) affect the dependent variable (DV).

Reliability and Validity

The device must produce exact results in order to verify the legitimacy and authenticity of the investigation. As a result, pilot testing was done to get rid of the questions’ flaws, ambiguities, and fallacies. Following the pilot study, the questions were changed, and the tool’s final version was created based on expert recommendations (Landrum & Garza, 2015). Construct validity and face validity were used in the pilot study to verify the validity of the variables selected for the investigation and to guarantee the questions’ structure. The Cronbach’s Alpha tool is used to assess the items’ inter-consistency to determine reliability. A higher Cronbach’s Alpha score indicates that the goods are more dependable (Shokri, 2017).

Ethical Considerations

Some ethical considerations in this research must be evaluated either before or during the investigation. Initially, the supervisor’s consent was sought to conduct the study. When the questionnaire and pilot research were being developed, the supervisor reviewed it once more, and any necessary modifications were made. Respondents gave their informed agreement for data collection after being informed that their participation would be optional and that their data would be kept private (Barnham, 2015). A password-protected method was used to safeguard all of the collected responses.

Results and Discussion

Descriptive Statistics

In this study, descriptive statistics (DS) are carried out that provide a summary of measures and samples of the research. DS helps to assess the sample data behavior (George & Mallery, 2016). This research measures and comprises various variables. The DS test is essential because it categorizes huge data in small proportions. The main elements of DS are mean, standard deviation (SD), kurtosis, and Skewness. The mean value depicts the average value of data provided by the respondents. The SD value depicts the distance of mean between the values while assessing the data and mean values. It depicts the variation of data from values of mean (Goos & Meintrup, 2015). The skewness and kurtosis values are computed that depict the normality of data. The normal distribution graph depicts whether the data has a symmetrical distribution or not (George & Mallery, 2016). In the below table, PR refers to privacy concerns, MA refers to manipulative acts, SR refers to social responsibility, MT refers to misinformation tactics, and CR refers to customer-brand relationships. The outcomes of descriptive statistics are demonstrated in Table I.

Table I. Descriptive Statistics

Variables	N	Minimum	Maximum	Mean	Standard Deviation	Skewness		Kurtosis
	Statistic	Statistic	Statistic	Statistic	Statistic	Statistic	Standard error	Statistic	Standard error
PR	232	1.25	4.50	3.0905	0.58517	0.057	0.160	0.018	0.318
MA	232	1.25	5.00	3.1131	0.58560	0.049	0.160	0.545	0.318
SR	232	1.00	5.00	3.1379	0.58512	0.122	0.160	0.868	0.318
CR	232	2.00	5.00	3.1940	0.54860	0.279	0.160	−0.160	0.318
MT	232	1.50	5.00	3.2274	0.66309	0.251	0.160	0.406	0.318
Valid N (listwise)	232

Based on the above results, it is identified that the sample size of the study is 232. The mean values range between 3.1 to 3.2 and this shows that the average value is around 3 which means most of the respondents have marked neutral. The SD values are less than 1 for all the variables and this indicates that there is less deviation in the dataset. Moreover, the kurtosis and skewness values are also checked, and the values show that kurtosis and skewness lie within the range of −1 to +1 and that ensures data is normally distributed.

Correlation Test

The test of correlation is also carried out in this research which helps to assess the level of linkage between the constructs. According to (Jiang, 2018), if the correlation value is closer to 1, it shows that there is a high correlation, and if the value of the correlation is closer to 0, it means there is a weaker correlation If the value is positive, it shows that the relationship is positive and if the sign is negative, it means there is adverse correlation. If the value is less than 0.3, it means the relationship is at a weaker level, if the value is from 0.4 to 0.6, it depicts a moderate relationship, and if the value is greater than 0.7, the relationship tends to be strong. The outcomes are shown in Table II.

Table II. Correlation Test

Variables	Correlation Test	PR	MA	SR	CR	MT
PR	Pearson correlation	1	0.247**	0.071	0.043	0.105
	Sig. (2-tailed)		0.000	0.283	0.516	0.111
	N	232	232	232	232	232
MA	Pearson correlation	0.247**	1	0.177**	−0.001	0.103
	Sig. (2-tailed)	0.000		0.007	0.985	0.116
	N	232	232	232	232	232
SR	Pearson correlation	0.071	0.177**	1	0.154*	0.164*
	Sig. (2-tailed)	0.283	0.007		0.019	0.013
	N	232	232	232	232	232
CR	Pearson correlation	0.043	−0.001	0.154*	1	0.095
	Sig. (2-tailed)	0.516	0.985	0.019		0.147
	N	232	232	232	232	232
MT	Pearson correlation	0.105	0.103	0.164*	0.095	1
	Sig. (2-tailed)	0.111	0.116	0.013	0.147
	N	232	232	232	232	232

The correlation values show the extent of the relationship between the variables. The results of the correlation show that there is the lower level of correlation between the variables. The correlation values are at lower level because the values are less than 0.3. It is important to note that all the relationships are positive, except for the relationship between MA and CS that have a negative relationship.

Regression Test

For hypotheses testing, the technique of MLR has been utilized in this research. The rationale for using this tool is that there are more than one independent variable (IV) and one dependent variable (DV) (Chatterjee & Hadi, 2015). If there is more than one IV, then the technique of MLR is possible. The regression technique is used to assess the effect of IVs on DV. The outcomes of this test are depicted in Tables III–V.

Table III. Regression Test: Model Summary

Model	R	R square	Adjusted R square	Std. error of the estimate
1	0.176a	0.031	0.014	0.54472

Table IV. Regression Test: ANOVA$\text{a}$

Model		Sum of squares	df	Mean square	F	Sig.
1	Regression	2.166	4	0.541	1.825	0.125b
	Residual	67.356	227	0.297
	Total	69.522	231

Table V. Regression Test: Coefficients$\text{a}$

Model		Unstandardized coefficients		Standardized coefficients	t	Sig.
		B	Standard error	Beta
1	(Constant)	2.592	0.314		8.250	0.000
	PR	0.033	0.063	0.036	0.526	0.599
	MA	−0.041	0.064	−0.044	−0.636	0.525
	SR	0.138	0.063	0.147	2.195	0.029
	MT	0.060	0.055	0.072	1.082	0.280

The regression results show that the adjusted R-square is 0.01 and that indicates that 1% change in DV i.e., CR is caused by the change in IV. As far as the Anova table is concerned, it is assessed that the f-value is 1.85 less than 4 and the p-value is 0.12 which is more than 0.05. Additionally, the coefficient table shows that only SR has a positive impact on CR and other variables like MA, PR, and MT have insignificant impact on CR.

Discussion

The first hypothesis is about the impact of privacy concerns on customer-brand relationship, and the results of this study deviate from the findings of in which Cheunget al. (2020) explained that privacy concerns significantly influence the customer-brand relationship, particularly in the realm of social media marketing, where data-driven strategies often intersect with ethical considerations. Modern consumers are increasingly aware of how their personal information is collected, stored, and utilized by brands. A breach of trust due to unethical practices, such as unauthorized data sharing or intrusive targeted advertising, can lead to reputational damage and diminished consumer loyalty. Social media platforms, often central to a brand’s marketing efforts, amplify these concerns as they rely on extensive data analytics to personalize content. When consumers perceive that their privacy is compromised for profit-driven motives, they are less likely to engage with the brand, fostering distrust and skepticism. Conversely, brands that adopt transparent, ethical practices in handling user data can strengthen their relationships with customers (Hayeset al., 2020). Clear communication about data collection policies, adherence to privacy regulations, and giving consumers control over their data is pivotal in building trust. For instance, informing users about the purpose of data usage and seeking explicit consent can positively influence their perception of the brand. Ethical practices also encompass refraining from manipulative advertising tactics that exploit consumer vulnerabilities. By aligning marketing strategies with ethical standards, brands not only comply with legal frameworks like GDPR but also demonstrate a commitment to consumer well-being (Salem & Salem, 2021). This approach cultivates long-term loyalty and positions the brand as responsible and consumer-focused in a competitive market. Ultimately, addressing privacy concerns with integrity in social media marketing fosters a positive customer experience, ensuring that the brand’s digital presence resonates with values of respect and transparency. In a world where consumer trust is paramount, ethical practices in data handling are no longer optional but essential for maintaining and enhancing customer-brand relationships (Gutierrezet al., 2023).

The manipulative acts have an impact on the customer-brand relationship and the findings deviate from the study of Dwivediet al. (2021) in which it is assessed that manipulative acts in social media marketing can profoundly damage the customer-brand relationship, highlighting the critical importance of ethical practices in fostering trust and loyalty. Manipulative strategies, such as misleading advertisements, exploiting consumer emotions, or employing dark patterns to drive engagement, often create short-term gains but erode long-term credibility. Customers today are more discerning, valuing transparency and fairness in brand interactions. When brands rely on deceptive tactics, such as fake reviews, fear-based marketing, or hidden fees, they risk alienating their audience, leading to dissatisfaction, negative reviews, and reputational harm. These actions can create a perception of the brand as untrustworthy and profit-driven at the expense of consumer well-being (Mosleyet al., 2024). Conversely, brands that adhere to ethical practices, prioritizing honesty and integrity in their marketing strategies, cultivate stronger and more enduring relationships with their customers. Ethical social media marketing involves clear, truthful communication, ensuring consumers are informed and empowered in their decision-making. For example, brands that openly disclose sponsored content, provide accurate product descriptions, and avoid manipulative techniques are more likely to earn consumer respect and loyalty (Dwivediet al., 2021). Furthermore, ethical practices align with evolving regulatory standards, such as those requiring transparency in data usage and advertising disclosures, thereby reducing legal risks and fostering consumer confidence. In an era where social media platforms serve as a primary avenue for brand interaction, ethical lapses are more visible and subject to public scrutiny. Consumers are quick to call out manipulative behavior, often amplifying negative experiences through social networks. Such backlash not only undermines individual customer relationships but also tarnishes the brand’s broader reputation. Therefore, ethical marketing practices are not merely a moral imperative but a strategic necessity, enabling brands to build trust, maintain loyalty, and achieve sustainable success in the highly competitive social media landscape (Salem & Salem, 2021).

The results showed that social responsibility has an impact on customer-brand relationships in the context of social media marketing. Mosleyet al. (2024) found that social responsibility plays a pivotal role in shaping customer-brand relationships, especially within the framework of ethical practices in social media marketing. Modern consumers increasingly expect brands to go beyond profit motives and contribute positively to society. When brands actively engage in socially responsible initiatives such as supporting environmental sustainability, advocating for social justice, or promoting ethical labor practices they resonate more deeply with values-driven consumers (Kimet al., 2020). These actions, when authentically communicated through social media, can enhance brand loyalty and foster stronger emotional connections with customers. For instance, campaigns highlighting efforts to reduce carbon footprints or support underprivileged communities demonstrate a brand’s commitment to the greater good, earning consumer trust and admiration.

Conversely, superficial or insincere attempts at social responsibility, often termed “greenwashing” or “performative activism,” can backfire, damaging the brand’s reputation and eroding trust (Zhonget al., 2021). In the age of social media, where information is rapidly disseminated and scrutinized, customers are quick to identify and expose inauthenticity. Thus, ethical practices in social responsibility must align with a brand’s core values and actions, ensuring consistency between promises and outcomes. Social responsibility also provides an opportunity for brands to differentiate themselves in a competitive marketplace (Sarkar & Sarkar, 2020). Consumers are more likely to engage with brands that reflect their personal values, share relatable narratives, and demonstrate genuine concern for societal well-being. Ethical social media marketing amplifies these efforts, using transparent and inclusive messaging to communicate social initiatives effectively. By prioritizing social responsibility, brands not only fulfill their ethical obligations but also build enduring relationships based on trust, respect, and shared values. Ultimately, integrating social responsibility into social media marketing strategies transforms the brand-consumer dynamic from a transactional interaction into a meaningful partnership, ensuring long-term loyalty and advocacy (Salem & Salem, 2021).

The results of misinformation tactics have an insignificant impact on customer-brand relationships. The findings of Uludaget al. (2024) are deviated from the study of Misinformation tactics in social media marketing can severely harm the customer-brand relationship, underscoring the necessity of ethical practices to maintain trust and credibility. When brands spread false or misleading information whether intentionally or through negligence, they jeopardize consumer trust, a cornerstone of effective branding. Misinformation, such as exaggerated claims, misleading product descriptions, or false endorsements, may generate short-term attention but often results in long-term reputational damage. In the age of social media, where users quickly fact-check and share their findings, the backlash against misinformation can be swift and widespread, leading to negative reviews, boycotts, and public distrust. Customers increasingly value transparency and authenticity in their interactions with brands (Uludaget al., 2024). When they feel deceived, their emotional connection to the brand weakens, and they are less likely to remain loyal or recommend the brand to others. Moreover, misinformation tactics conflict with ethical principles, making consumers view the brand as exploitative and profit-driven rather than customer-centric and socially responsible.

Conversely, brands that prioritize honesty and accuracy in their messaging reinforce their integrity and foster trust. Ethical practices in social media marketing, such as fact-based advertising, clear communication, and accountability for mistakes, can strengthen customer loyalty and enhance the brand’s reputation (Nafeeset al., 2021). For instance, promptly correcting any misleading information and issuing transparent apologies demonstrate a commitment to ethical standards and consumer respect. In an environment where misinformation is increasingly scrutinized, ethical practices in combating it such as verifying content and avoiding sensationalism distinguish responsible brands from opportunistic ones (Singhal & Ahuja, 2023). By adhering to truthfulness and prioritizing consumer well-being, brands can build lasting, positive relationships with their audience. Ultimately, the use of misinformation tactics undermines not only individual customer relationships but also the broader credibility of the brand, emphasizing the critical role of ethical marketing in achieving sustainable success.

Conclusion and Recommendations

Conclusion

Ethical marketing plays a critical role in shaping consumer-brand relationships, particularly in the context of social media marketing, where interactions are highly dynamic and influential. Misinformation, privacy concerns, and misleading practices have become prevalent challenges that significantly impact consumer trust and brand reputation. When brands engage in unethical behaviors, such as exaggerating product benefits or failing to protect user data, they risk damaging the emotional connection and credibility they have with their audience. Social media amplifies the visibility of these issues, as dissatisfied consumers can quickly voice concerns, sparking widespread scrutiny. Conversely, brands that prioritize transparency, authenticity, and social responsibility are better positioned to foster trust and loyalty. Social responsibility initiatives, when genuine, demonstrate a brand’s commitment to societal well-being and align with the values of increasingly conscious consumers. Ethical social media marketing is not merely a compliance exercise; it is a strategic imperative for maintaining meaningful and sustainable relationships in a competitive digital landscape. By addressing these ethical challenges thoughtfully, brands can differentiate themselves as trustworthy and customer-focused, ultimately securing a stronger and more enduring bond with their audience.

Recommendations

To effectively address ethical marketing issues such as misinformation, social responsibility, privacy concerns, and misleading information in social media marketing, brands should adopt three key strategies. First, companies must prioritize transparency in all communications. This involves presenting accurate, verifiable information about products and services while avoiding exaggerated claims or deceptive tactics. Transparency builds trust, as consumers increasingly value honesty and integrity in brand interactions. Implementing rigorous fact-checking protocols before posting content can ensure the accuracy and reliability of information shared on social media platforms (Salem & Salem, 2021).

Second, integrating social responsibility into marketing strategies can enhance the consumer-brand relationship by aligning with the values of socially conscious audiences. Brands should authentically engage in initiatives that contribute positively to society, such as environmental sustainability, community support, or ethical labor practices (Gutierrezet al., 2023). Using social media to highlight these efforts, while avoiding “greenwashing” or superficial claims, demonstrates a genuine commitment to creating shared value and fosters a deeper emotional connection with consumers.

Lastly, robust data privacy measures are essential in addressing consumer concerns about personal information security. Brands must comply with relevant privacy laws and be transparent about how user data is collected, stored, and utilized. Clear privacy policies and opt-in systems allow consumers to feel more secure and respected (Gutierrezet al., 2023). Additionally, incorporating ethical AI and ensuring that algorithms used in targeted advertising respect consumer rights can help mitigate distrust. By implementing these recommendations, brands can build stronger, trust-based relationships with their audiences while mitigating the risks associated with unethical marketing practices. Ethical marketing not only safeguards a brand’s reputation but also enhances its ability to adapt to the evolving expectations of socially and digitally aware consumers.

Future Research Areas

Future research on the role of ethical marketing issues in consumer-brand relationships within the context of social media marketing should explore several critical areas. One promising avenue is the impact of artificial intelligence and machine learning in combating misinformation and ensuring transparency in social media advertising. Studies could investigate how AI tools can be used to detect and mitigate misleading content while respecting user privacy and avoiding biases in algorithmic decisions. Another area worth exploring is the influence of cultural and demographic factors on consumers’ perceptions of ethical marketing practices. Research could analyze how varying societal norms and values shape expectations for brand transparency, privacy, and social responsibility across diverse markets. This would provide insights into creating regionally tailored ethical marketing strategies.

Additionally, longitudinal studies examining the long-term effects of ethical or unethical marketing on brand loyalty and consumer trust would be valuable. These studies could highlight the sustainability of ethical marketing practices in fostering enduring consumer-brand relationships. Finally, the role of social media influencers in shaping perceptions of brand ethics warrants further investigation. Understanding how influencers impact consumer trust and brand reputation through their endorsements can help marketers develop more ethical collaboration guidelines. These research directions could guide brands toward more effective and principled engagement in social media marketing.