Essays on Business Ethics And The Internet Case Study

Download full paperFile format: .doc, available for editing

The paper "Business Ethics And The Internet" is a wonderful example of a Marketing Case Study. The emergence of internet development and adoption in business operations led to the emergence and occurrence of fundamental challenges in organizational management. In this case, organizations through social networking sites (SNS) establishment has established new marketing approaches.   The sites are charged with organizational marketing activities, used as promotional avenues. Despite the increased merits of internet adoption in marketing, the concept has received increased ethical challenges in its management. In particular, this has resulted to ethical challenges with respect to children targeting.

Arguments and studies conducted with respect to unethical practices on children establish a range of unethical approaches adopted in marketing (Yu, 2011, p. 276). However, it is argued that corporate social responsibility programs can help resolve these challenges. This argument seeks to evaluate the existing ethical issues and the respective overcoming corporate social responsibility programs. Wen-Ling, Kitchen and Moskovos (2009, p. 306) conducted a study to evaluate the implications of internet promotion services on children. In this case, the study developed a hypothesis that children exposure to internet marketing exposed them to indecisiveness challenges.

In this case, it developed a hypothesis that exposure to variety led to this challenge. In its analysis, the study established that use of internet marketing exposed children to wide choices variety. This is through the increased number of products availed online. This practice is a break from the traditional marketing approach that allowed for market targeting. Traditionally, marketing to children was limited on necessity products and provided enough information to aid in decision making. Therefore, children were exposed to relevant information only.

However, the online internet marketing is a contrast to this traditional approach. On its part, the online marketing platform avails an increased product variety that influences children decision making framework. Consumer buying behavior is based on a definite decision-making framework that involves five key stages namely need identification, information search, alternatives evaluation, purchasing, and post purchasing stages (Hoffman and Turley, 2002, p. 35). As such, internet marketing provides competing information that creates a desire in children. By nature, children lack the capacity to develop appropriate decisions. Thus, online marketing through presenting the products causes an unjustified need identification process that leads to irrational purchases in children. In addition, a study by Soba and Aydin (2013, p. 112) established that a majority of the internet advertisements and promotional tools were overly exaggerated.

In this case, the study established that in an effort to reduce the impending industry and market competition, organizations overrated their products ability and features and their consequential capability to meet and satisfy the overall consumer needs. To this effect, the marketing approach seeks to influence the consumer base decision making process through needs establishment as well as alternatives evaluation by enlisting the products as superior.

This approach has an increased implication on children’ s purchasing process. Children have an increased trend in the development of an irrational decision making process. As such, the perception of the products as of superior quality in the market increases the overall products perception in the market leading to increased children purchase cases on products that are not a necessity and that fail to meet their needs (Lo, 2012, p. 103).


Banz, K., Wagenpfeil, S., Neiss, A., Hammerschmidt, T. & Wutzler, P. 2004, "The burden of varicella in Germany", The European Journal of Health Economics : HEPAC, vol. 5, no. 1, pp. 46-53.

Berry, J. 2006, "The benefits of using a decision engine to optimise campaign planning for direct marketing", Journal of Database Marketing & Customer Strategy Management, vol. 13, no. 3, pp. 198-202.

Colleoni, E. 2013, "CSR communication strategies for organizational legitimacy in social media", Corporate Communications, vol. 18, no. 2, pp. 228-248.

Estelami, H. & Rezvani, Z. 2011, "Structural and perceptual determinants of the price of online business education", The Journal of Product and Brand Management, vol. 20, no. 2, pp. 158-165.

Hansson, L., Wrangmo, A. & Klaus, S.S. 2013, "Optimal ways for companies to use Facebook as a marketing channel", Journal of Information, Communication & Ethics in Society, vol. 11, no. 2, pp. 112-126.

Hoffman, K.D. & Turley, L.W. 2002, "Atmospherics, service encounters and consumer decision making: An integrative perspective", Journal of Marketing Theory and Practice, vol. 10, no. 3, pp. 33-47.

Hudson, S., Hudson, D. & Peloza, J. 2008, "Meet the Parents: A Parents' Perspective on Product Placement in Children's Films", Journal of Business Ethics, vol. 80, no. 2, pp. 289-304.

Katz, G. 2008, "Operationalizing the progression from prospect to customer to evangelist: How marketing operations supports transparency and trust building in the New World of Web 2.0 -- Interview with Gary Katz of Marketing Operations Partners", Journal of Digital Asset Management, vol. 4, no. 4, pp. 197-212.

Leonidou, L.C., Leonidou, C.N. & Kvasova, O. 2013, "Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior", European Journal of Marketing, vol. 47, no. 3, pp. 525-556.

Lo, Y. 2012, "Does Word-of-Mouth Effect Really Matter? The Case of Chinese Tourist Travel Experience in Taiwan", Journal of International Management Studies, vol. 7, no. 2, pp. 101-111.

Peltier, J.W., Drago, W. & Schibrowsky, J.A. 2003, "Virtual communities and the assessment of online marketing education", Journal of Marketing Education, vol. 25, no. 3, pp. 260-278.

Soba, M. & Aydin, M. 2013, "Product Placement Efficiency in Marketing Communication Strategy", International Journal of Business and Management, vol. 8, no. 12, pp. 111-116.

Wechsler, J. 2009, "Reformers seek greater transparency in drug prices, marketing, and research", Formulary, vol. 44, no. 3, pp. 86-87.

Wen-Ling, L., Kitchen, P. & Moskovos, A. 2009, "Cypriot parental perceptions of children's internet usage", EuroMed Journal of Business, vol. 4, no. 3, pp. 304-323.

Xun, J. & Reynolds, J. 2010, "Applying netnography to market research: The case of the online forum", Journal of Targeting, Measurement and Analysis for Marketing, vol. 18, no. 1, pp. 17-31.

Yu, J. 2011, "Is it worth it to be unethical? Consumers' attitudes toward personalized commercial e-mails", Journal of Database Marketing & Customer Strategy Management, vol. 18, no. 4, pp. 274-285.

Download full paperFile format: .doc, available for editing
Contact Us