REDISCOVERING THE IMPACT OF ETHICS IN DIGITALISED MARKETING: ENVISAGING THROUGH MO-CE-SA-PU-EM SCALE

Amidst fluctuating, turbulent and ever-changing market environment across the globe the market concepts have transformed drastically. The leaps and bounds of digital marketing encompass the global marketing scenario. The cut-throat competition and massive pace with changing business practices has compelled to redesign ethical connotation of present marketing houses. The present study focuses the broad domains viz. morality, word-of-mouth practices, value based advertisements, decision making phenomenon and unethical constraints as the proponent in the digital marketing platform with ethical considerations. The aim of the paper is to identify the items that may be considered to design the MO-CE-SA-PU-EM Scale. The main source of conceptualizing the domains is formulated with related literature and experts opinions comprising both academicians and practicing market executives in the industry in Kolkata as well as across the country through primary and secondary collection methods. A scale would be created involving essential considerations of the paper with the identifiable domains. These would be considered as independent variables and the notion of ethics in digitalized marketing as dependent variable. The implication of the study is that it throws considerable light about the role of ethics in marketing domains and has the potentials to significantly impact marketing business for 21st century digitalized business enterprises.