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Fairness Issues in Algorithmic Digital Marketing: Marketers’ Perceptions

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Information Systems (EMCIS 2022)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 464))

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Abstract

Data-driven algorithms are becoming more prevalent in our everyday lives, automating various decisions that can impact access to opportunities and resources. For this reason, much research concerns the ethical and social consequences of algorithms. Algorithmic digital marketing represents a key means by which people encounter and/or are affected by algorithms in daily life. While previous work has considered the perceptions of consumers in this realm, little work to date has considered those of marketing professionals. The current work presents an exploratory study of marketers, aiming to uncover their general views on the use of algorithmic marketing, as well as their own practices and if/how they address the ethical concerns surrounding algorithmic marketing. The findings underscore the need for ethical regulations and guidelines to be defined for fair practices in the context of algorithmic digital marketing.

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Authors and Affiliations

  1. Open University of Cyprus, Latsia, Cyprus

    Veronika Pavlidou, Jahna Otterbacher & Styliani Kleanthous

  2. CYENS Centre of Excellence, Nicosia, Cyprus

    Jahna Otterbacher & Styliani Kleanthous

Authors
  1. Veronika Pavlidou
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  2. Jahna Otterbacher
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  3. Styliani Kleanthous
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Corresponding author

Correspondence to Veronika Pavlidou .

Editor information

Editors and Affiliations

  1. British University in Dubai, Dubai, United Arab Emirates

    Maria Papadaki

  2. University of Coimbra, Coimbra, Portugal

    Paulo Rupino da Cunha

  3. University of Nicosia, Nicosia, Cyprus

    Marinos Themistocleous

  4. University of Nicosia, Nicosia, Cyprus

    Klitos Christodoulou

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Pavlidou, V., Otterbacher, J., Kleanthous, S. (2023). Fairness Issues in Algorithmic Digital Marketing: Marketers’ Perceptions. In: Papadaki, M., Rupino da Cunha, P., Themistocleous, M., Christodoulou, K. (eds) Information Systems. EMCIS 2022. Lecture Notes in Business Information Processing, vol 464. Springer, Cham. https://doi.org/10.1007/978-3-031-30694-5_24

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  • DOI: https://doi.org/10.1007/978-3-031-30694-5_24

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