Ethical Dilemmas in Data Driven Marketing Practices

https://doi.org/10.55966/assaj.2025.4.1.0106

Abstract

The rapid evolution of data-driven marketing has revolutionized consumer engagement through advanced personalization and predictive targeting, yet it has also introduced profound ethical dilemmas. This study examines the tensions between innovation and ethical responsibility, focusing on privacy violations, algorithmic bias, and opaque data practices that undermine consumer trust. Employing a mixed-methods approach including stakeholder interviews, consumer surveys, and case studies like Apple’s App Tracking Transparency framework the research highlights the disconnect between regulatory compliance and consumer expectations. Findings reveal that 72% of consumers distrust brands with unclear data practices, while algorithmic fairness significantly impacts brand loyalty. The study underscores the need for proactive ethical governance, integrating utilitarian and deontological principles, privacy theories, and algorithmic accountability to balance marketing efficacy with consumer rights. Recommendations include adopting transparent consent mechanisms, bias-mitigation protocols, and privacy-preserving technologies to foster trust and long-term competitiveness.

Keywords: Data-Driven Marketing, Ethical Dilemmas, Privacy, Algorithmic Bias, Consumer Trust, Informed Consent, Regulatory Compliance, Transparency, Fairness, Ethical Governance