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Social media includes Facebook, Linked Inn, Twitter, etc. that have exorbitantly grown in
usage and popularity around all sectors and corners of the world. From children and youth to
elderly people, billions of people have become fond of social media and this has revolutionized
the digital age. The marketers have been exploiting this platform for better serving their
customers. Countless companies around the globe have their accounts and pages on Facebook, Twitter, etc. However, there are evidences about mainstream merits to deviant demerits
of social media and its marketing, such as users or consumers found in using abusive
language, uploading pornography stuff, leakage of users’ pictures and personal information
to others, like various online marketing companies and undercover agencies, and E-marketing
frauds. The purpose of this probe is to discover the cultural, ethical, and legal considerations
in social media marketing. This is a qualitative investigation that applies inductive approach
that is conducted through six semi-structured interviews – analyzed through code book, protocols, and transcripts method, and one focus group session of eleven university students cum
working professionals - analyzed via descriptive-narrative method. The findings reveal the
cultural and ethical concerns that the users/consumers have about social media marketing
and there is a dire need of a sound legitimate framework to safeguard their interests especially
regarding unethical content, secrecy of their personal data, and E-marketing frauds.
Hina Amin, Jawaid Ahmed Qureshi, Shagufta Chandio. (2017) Cultural, Ethical and Legal Considerations of Using Social Media Marketing in Karachi-Pakistan, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-15, Issue-2.
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