Marketing Ethics

Abstract

The digital transformation caused significant changes in marketing activities. It has become effortless to collect, process, use, and transmit personal information of consumers. However, marketers' obtaining consumers' personal data in such an easy way has raised privacy ethics. This study examines privacy ethics, which has become an important subject in marketing due to digital transformation. For this, in the first part, the emergence of the ethics issue in marketing and the theories developed for making ethical decisions are mentioned. The second part focuses on the digital transformation of marketing and the matter of privacy ethics. It is also said who is responsible for protecting the privacy and how measures can be taken. This study also includes solutions, results, and suggestions for future research.