Managing ethics in online marketing strategy: Assessing its impact on consumer product perception

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Abstract

This study explores the relationship between ethical practices in digital marketing and their impact on consumer trust and brand perception within the Albanian market. Employing a combination of quantitative and qualitative methodologies, the research examines how various business types, and the presence of digital marketing departments influence ethical standards. The findings reveal a significant positive correlation between high ethical standards and increased consumer trust. Additionally, the results highlight industry-specific variations in the implementation of ethical practices, suggesting that the type of business significantly affects how ethics are perceived and integrated. The study also investigates the potential moderating role of digital marketing capabilities in ethical implementations. While findings on this aspect were marginally significant, they indicate an emerging trend that merits further exploration. Based on these insights, the paper provides recommendations for businesses on enhancing ethical practices in digital marketing and suggests areas for future research to deepen understanding of these dynamics. Recommendations are made for businesses to develop industry-specific ethical guidelines and enhance transparency in digital operations. Policymakers are advised to strengthen regulations to support ethical practices, fostering a trustworthy digital market environment.

Keywords: Digital Marketing, Brand Perception, Consumer Trust, Business Ethics, Albania

Authors’ individual contribution: Conceptualization — Ç.M. and B.T.; Methodology — Ç.M., B.I., M.K.; Validation — Ç.M., B.I., B.T., A.T., and M.K.; Formal Analysis — Ç.M., B.I., and M.K.; Investigation — Ç.M., B.I., B.T., M.K., and A.T.; Resources — Ç.M. and B.I.; Writing — Original Draft — Ç.M. and B.T.; Writing — Review & Editing — Ç.M., B.I., M.K., and B.T.; Visualization — B.I.; Supervision — B.T. and A.T.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M31, M14, O33

Received: 02.08.2024
Revised: 20.11.2024; 26.02.2025; 30.07.2025
Accepted: 18.08.2025
Published online: 20.08.2025

How to cite this paper: Mujollari, Ç., Imeri, B., Trebicka, B, Tartaraj, A., & Krasniqi, M. (2025). Managing ethics in online marketing strategy: Assessing its impact on consumer product perception [Special issue]. Corporate & Business Strategy Review, 6(3), 285–298. https://doi.org/10.22495/cbsrv6i3siart6