ETHICAL ISSUES IN ONLINE ADVERTISING AND ITS IMPACT ON CONSUMER BUYING BEHAVIOR

Authors

  • Ghulam Nabi
  • Muhammad Kamran Khan
  • Sabahat Akram
  • Maria Shafi
  • Muhammad Taimur Khan
  • Ghosia Qasim
  • Azhar Khan

Keywords:

Advertising; Online Advertising; Ethical Issues in Advertising; Buying Behavior

Abstract

Online advertising is increasing day by day for trapping consumer’s attractions towards their products and services.This study aims to reveal the consumer perception towards the ethics in online advertising. Unverified claims, ads for social cause and surrogate ads these are the three factors that affecting consumer buying behavior (CBB) consider particularly this study.Data is collected by a modified questionnaire five point Likert scales was administered to a sample size of 223 students who were enrolled in different universities. This study also reveals that whether consumers are care about ethical purchase or not. Surrogate advertising is now considering an important trend in the field of advertising. The findings show that ad for social cause, surrogate ads and unverified claims have an impact on consumer buying behavior (CBB) and also explain the value of truth, social responsibility and consider human dignity in advertising.Further work is needed to explore the other factors and understand the possible effect of those factors on consumer buying behavior (CBB).

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Published

2020-04-30

How to Cite

Nabi, G. ., Khan, M. K. ., Akram, S. ., Shafi, M. ., Khan, M. T. ., Qasim, G. ., & Khan, A. . (2020). ETHICAL ISSUES IN ONLINE ADVERTISING AND ITS IMPACT ON CONSUMER BUYING BEHAVIOR. The Journal of Contemporary Issues in Business and Government, 26(1), 245–257. Retrieved from https://cibgp.com/au/index.php/1323-6903/article/view/222

Issue

Vol. 26 No. 1 (2020): The journal of contemporary issues in business and government

Section

Articles

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