Ronald is actively using social media to gather buying information. He prefers social media because of its ability to create personalized communication through online forums that initiate discussions with other consumers. He wants to be anonymous in his online presence, but he is unaware that his online activities are being tracked by marketers. Which ethical issues in marketing communication does this scenario best illustrate?

Question

Business

Magdalena Barnes

11 October, 12:55

Ronald is actively using social media to gather buying information. He prefers social media because of its ability to create personalized communication through online forums that initiate discussions with other consumers. He wants to be anonymous in his online presence, but he is unaware that his online activities are being tracked by marketers. Which ethical issues in marketing communication does this scenario best illustrate?

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Answers (1)

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Bria Benson · Answer 1

consumer privacy

Explanation:

Consumer privacy issues refer to the right that a consumer's personal information should be protected even though he/she provided that information for common transactions (e. g. are online purchases, social media interactions, etc.). The companies which receive that personal information should handle it properly and not make it available to other companies.

For example, credit card companies should not share data collected on its customers' buying habits with other companies.

This is also the reason why social media companies request us to accept their terms and conditions before using their services. When we accept those terms we surrender all our privacy rights since social media companies sell our private information. It's not ethical, but it's the reason why FB, Twitter, IG, etc. are free.