A Scale for Measuring Consumers’ Ethical Perceptions of Social Media Research

Nina Michaelidou*, Caroline Moraes, Milena Micevski

*Corresponding author af dette arbejde

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review

Abstract

Social media have become increasingly seductive as means to collect consumer data without necessarily making consumers fully aware of such data collection practices (Pettit 2011; Poynter 2011). This can raise ethical concerns. Online qualitative methodologies that rely on observations through social media have become increasingly popular among marketing academics (Braunsberger and Buckler 2011; Cova and Pace 2006; Kozinets 2002, 2006, 2009, 2010). But so have various online quantitative data collection methods that use tracking technologies such as cookies (Palmer 2005), and other forms of marketing dataveillance (Ashworth and Free 2006). Despite current academic and practitioner-led debates regarding the morality of online research, to date scant research has been published on consumers’ ethical perceptions regarding how they are currently researched on social media, which is a knowledge gap this research seeks to address. To this end, our research attempts to develop a quantitative instrument that captures consumers’ ethical perceptions of social media research. The following sections present the background, methodology, analysis performed and results.
OriginalsprogEngelsk
TitelLet’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era : Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference
RedaktørerMichael W. Obal, Nina Krey, Christian Bushardt
Antal sider4
UdgivelsesstedCham
ForlagSpringer
Publikationsdato2016
Sider97-100
ISBN (Trykt)9783319118147, 9783319791739
ISBN (Elektronisk)9783319118154
DOI
StatusUdgivet - 2016
Udgivet eksterntJa
NavnDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN2363-6165

Emneord

  • Social Media
  • Scale Development
  • Ethics
  • Consumer Behavior

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