High user involvement with mobile phones presents a lot of opportunities for marketers for sending their promotional campaigns. Campaign relevance, product fit, security, content quality, and timing play important roles in the success of these mobile marketing campaigns. While chasing gets success, marketers also need to ensure that the campaigns remain ethical in the content and delivery, and do not result in irritation or negative sentiments. Right information, privacy, permission-based marketing, avoiding disturbance, and relevance of the product are the issues that need attention from marketers. Ethical issues, which are critical to the mobile marketing strategy, have been outlined in this paper, along with their possible impact. A comprehensive review of the marketing ethics has been done, including the industry standards and mapping of both the marketing and mobile-marketing ethics. A mobile marketing framework has been presented to take care of the ethical challenges, considering both the technological and managerial perspectives.
Comprehensive Review of the Marketing Ethics Literature: A Bibliometric Approach
