Abstract:In today's digitalized world, people leave trails of data about themselves when operating online. While marketers are eagerly utilizing this data for marketing insights, many consumers have a growing fear of their personal data ending up in the wrong hands and losing their privacy. The aim of this study was to understand the role of ethics in current marketing based on consumer data and to examine how data could be used ethically in marketing. The empirical research was conducted by analyzing secondary data fr… Show more
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