Original scientific paper

INFLUENCE OF ETHICAL ISSUES ON DIRECT AND INTERACTIVE MARKETING IMPLEMENTATION

Davor Širola orcid.org/0000-0002-5902-511X ; Polytechnic of Rijeka, Vukovarska 58, 51000 Rijeka, Croatia
Ana-Marija Rendulić ; Polytechnic of Rijeka, Vukovarska 58, 51000 Rijeka, Croatia

Abstract

Nowadays, when it comes to promoting, communicating, sales and after-sales of more complex products and services to existing or new consumers, telemarketing, catalogue and e-mail marketing as well as other forms of direct and interactive marketing, has become a valuable tool for marketers. Although this type of market communication has long been associated with different ethical issues, like harassment, intrusion of privacy, unfairness, deception and fraud, which led to introduction of Do Not Call list, ethical codes for electronic media and telemarketing usage, and laws and regulations about consumer and data protection. Recently the introduction of the EU General Data Protection Regulation 2016/679 additionally emphasized this issue. The survey of consumers and providers opinion and experience has shown that there is a correlation between perceived ethical behaviour of telemarketers and the satisfaction and trust of consumers toward telemarketing companies. Thus, improved compliance of telemarketers with ethical requirements of consumers, may lead to more trustful and satisfied and possibly more loyal consumers.

Keywords

direct marketing; telemarketing; ethics in market communication

Hrčak ID:

234531

URI

https://hrcak.srce.hr/234531

Publication date:

1.3.2019.

Article data in other languages: croatian

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