The present study is a review paper that is conceptualized to explore various ethical issues involved in digital marketing. The study attempts to look at the initial bases for incorporating the subject of ethics in business firms, further try to explore the dimensions of marketing ethics through previous researches. The consumer emphasis is to explore studies conducted on the ethical concerns faced mainly by users of digital marketing. The terms digital marketing, online marketing, and e-marketing are used interchangeably in the present study. With the help of previous research papers, the main ethical issues of digital marketing that have been explored include Privacy, trust, security concerns, non-deception, service recovery and fulfillment/reliability.
Ethics, Digital Marketing, Privacy, Trust, Ethical issues
