A Tale of Two Moralities

Abstract

This case describes an ethical problem faced by the owners of a reasonably successful business. It gives students an opportunity to analyze the contrasting approaches of the two owners of this business towards an ethical dilemma commonly faced by those businesses in Pakistan that have to pay heavy duties on imported goods. The case highlights the fact that morally upright individuals can be pushed into very difficult situations wherein they, despite their good intentions, at times choose not to uphold duties imposed by law and morality. The difficulty felt in remaining within the confines of law, and upholding moral principles is amplified by the cumulative effects of moral failures that become endemic to a society. The pressure created by the policies of a government deemed corrupt, inefficient and, in the final analysis, illegitimate on the one hand, and unscrupulous competitors on the other, can become, at times, important contributors to morally questionable behaviour. This brings to the fore the dilemma of an individual trying to make an honest living in a very unfavourable context. The moral conundrum may be resolved either by making the difficult choice of following the law to the hilt, or through constructing an argument that legitimizes an illegal and seemingly unethical course of action.

The Role of Emotional Attachment in Mediating the effect of Social Media Marketing on Purchase Intention

“…The results of this study contradict previous studies of [4]; [5] states that social media marketing has a direct positive effect on purchase intention. However, this study is consistent with research from [9], which states that social media marketing does not have a direct positive effect on purchase intention.…”

“…Many previous studies have explained the impact of social media marketing on purchase intentions, but the results of literature studies from various previous studies indicate that the relationship between marketing through social media marketing and purchase intention is inconsistent. There are several studies that describe a positive and significant direct relationship [4]; [5]; [6]; [7]; [8], but there are also studies that state a relationship directly is not significant [9]. So, some researchers propose to develop a mediating variable in this relationship [10]; [11]; [12].…”