Welcome to the InfoSci Platform
Reference Hub4
A Framework for Ethical Mobile Marketing

A Framework for Ethical Mobile Marketing

Saurabh Mittal, Vikas Kumar
Copyright: © 2020 |Volume: 11 |Issue: 1 |Pages: 15
ISSN: 1947-3451|EISSN: 1947-346X|EISBN13: 9781799806837|DOI: 10.4018/IJT.2020010103
Cite Article Cite Article

MLA

Mittal, Saurabh, and Vikas Kumar. "A Framework for Ethical Mobile Marketing." IJT vol.11, no.1 2020: pp.28-42. http://doi.org/10.4018/IJT.2020010103

APA

Mittal, S. & Kumar, V. (2020). A Framework for Ethical Mobile Marketing. International Journal of Technoethics (IJT), 11(1), 28-42. http://doi.org/10.4018/IJT.2020010103

Chicago

Mittal, Saurabh, and Vikas Kumar. "A Framework for Ethical Mobile Marketing," International Journal of Technoethics (IJT) 11, no.1: 28-42. http://doi.org/10.4018/IJT.2020010103

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

High user involvement with mobile phones presents a lot of opportunities for marketers for sending their promotional campaigns. Campaign relevance, product fit, security, content quality, and timing play important roles in the success of these mobile marketing campaigns. While chasing gets success, marketers also need to ensure that the campaigns remain ethical in the content and delivery, and do not result in irritation or negative sentiments. Right information, privacy, permission-based marketing, avoiding disturbance, and relevance of the product are the issues that need attention from marketers. Ethical issues, which are critical to the mobile marketing strategy, have been outlined in this paper, along with their possible impact. A comprehensive review of the marketing ethics has been done, including the industry standards and mapping of both the marketing and mobile-marketing ethics. A mobile marketing framework has been presented to take care of the ethical challenges, considering both the technological and managerial perspectives.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.