knowledge and practice of ethics and responsibility in social media marketing

 knowledge and practice of ethics and responsibility in social media marketing

The research will focus on the knowledge and practice of ethics and responsibility in social media marketing. Ethics and responsibility are important attributes of safe, healthy and accountable social media marketing. Companies are currently required to not only offer quality services to the customers but also the sense of moral imperative in line of duty. The efforts towards achieving ethics undoubtedly call for responsibility among the employers always. A challenge that has been experienced by some companies and entities is achieving a balance between ethics and responsibility (Webster, 2014). While the two values go together, some employees have not stepped up to the desired responsibility necessary in ethical-efficient social media marketing. Many studies have focused on the application of social media marketing in public relations. The use of electronic media, digitization of marketing, and efforts towards innovative marketing but few have explored associated values. Given the identified gap, a study on the core values of social media marketing, especially from the knowledge and practice aspects, is essential. The topic is original and determined to address the knowledge gap on knowledge and practice issues of social media marketing critical in public relations (Eagle & Dahl, 2015).

Background of the Study

The topic of ethics and responsibility in social media matters a lot given the insistence on the moral aspect of social media and internet marketing in general. Research shows that ethics is the moral compass that can be used to guide social media marketing activities including sales and communication (Toledano & Avidar, 2016). The critical personal attributes of a social media marketer include honesty and truthfulness which build on the reputation of the company they serve. Public relations value building a good corporate image among its clientele base it impacts the trust and loyalty they will accord the company. In product and service adverts, the marketers should purpose at all costs to use true information as this depicts a sense of being honest. This ensures that customers have the right information to make informed decisions on orders minimizing after-shipping complaints. Privacy and confidentiality in managing personal information of the users is another essential aspect of ethics (Lipschultz, 2017). The purchasing details and personal information of the clients should never be posted on a public media platform as that breaches the privacy rights. Posting such details further puts the clients at risk of fraudulent attacks and account hacks which can lead to overt loses. Through improving knowledge on ethics and responsibility, employees will be empowered to not only offer good services or sell the best products but also to understand the moral issues to integrate during the interaction. Since knowledge influences practice, the companies will benefit from an ethical sensitive approach to sales and marketing. Being socially sensitive to the ethical issues and taking responsibility to keep the image and reputation of the enterprise positive which reflects on customer loyalty and profitability (Eagle & Dahl, 2015).

Research Question

How does the knowledge and practice of ethics and responsibility affects social media marketing in public relations?

Research Methodology

Study Area

The descriptive study will be conducted in three UK-based companies that have operated for many years. The companies selected for the studies include the Rolls-Royce Holdings, Mark & Spencer Co., and Tesco Ltd based. For those companies with multiple branches or warehouses, the study will be carried at the headquarter unit or office at the data collection phase. The Rolls-Royce Company is a multinational entity that deals in engineering services and products with its headquarters in London, U.K. The company has grown over the years since its inception in 1886 to one of the world’s best engineering contracting entities. Mark & Spencer Co. is a multinational retailer company founded in 1884 headquartered in Westminster, London. The fashion industry specializes in top quality clothing. Other branches have expanded to food and home products which have expanded their profitability and gross revenue. Tesco Ltd is a general retailer and merchandise in multinational groceries in the U.K. The company was founded in 1919with its headquarters located in Welwyn, England. The three companies selected for the studies have been in the market place over the years and currently in the official list of London Stock Exchange (LSK). Moreover, they are active users of the internet and social media marketing hence exposed to possible ethical issues in marketing. The other reason for selection is due to formal corporate structure and focus on public relations. The companies have invested in public relations as a strategy to identify and keep with good corporate image.

Study Population

The study will utilize employees from the three selected industries to get the required information on the knowledge and practice aspects of ethics and responsibility. Other than the employees, department leaders directly involved in sales and customer care will be enrolled in the study. The target is to enroll at least 10 employees from the companies with the upper limit of the number enrolled per company estimated at 12. The restriction in number is to reduce the time consumed during the data collection process and resources utilized. A lower limit is not set since participants will have the right to deny consent and leave at will.

Study Design

The research will use a descriptive study design with a focus on case study analysis on the companies selected. Descriptive study design systematically and accurately describes a situation to answer certain associated questions. The purpose of the research is to answer “how’ and “what” questions using quantitative and or qualitative research techniques. In using the technique, the researcher does not manipulate any of the variables but rather measures and or observes throughout the study (Rahi, 2017). The research design is of a good choice in a situation where the researcher wants to measure trends, frequencies, and correlations. It is also effective in the case where less is known about the research topic. There are different research methods classified under descriptive research design. This study will utilise case study as the research method in the descriptive study. The case studies will aim at getting detailed information on the research topic to address assumptions, uncertainties, and complexity of the issue under study (Atmowardoyo, 2018).

There are certain advantages of using descriptive research design in research. One major advantage is the multifaceted approach of the design. In using the design, it is possible to get both numerical and non-numerical reports on the subject of study. For instance, incidences of ethical breaches in the companies as well as the evidence behind the cases could offer a multi-dimensional view, unlike other designs that over-focus on statistical information (Toledano & Avidar, 2016). In exploring issues such as knowledge and practice of ethics and responsibility, multifaceted information can help answer the “what” and “how” questions effectively. The other advantage is the uniqueness in the data collection checklist or forms. For instance, in using an interview checklist as it will apply in this case study, the research involves data collection tools that help in gathering detailed and unique data. The interview checklist or forms allow the study participants to give personal accounts while answering the questions. The advantage of the approach is the ability to instill direct life experiences in the responses, a trait which most research designs and methods lack. Descriptive research is associated with a high degree of flexibility which makes it possible to study abstract ideas like knowledge and practice of ethics and responsibility in the workplace. The flexible nature of the research further makes it possible to explore diverse areas of research, unlike other methods which tie the research to certain variables (Atmowardoyo, 2018).

In this research, the application of descriptive study design will make it possible to explore the multifaceted aspects of the topics including knowledge and practice which form the independent variables in the research. The interview questions will require the participants to respond to issues of ethics at the individual and organizational levels. At an individual level, the questions will asses participant’s understanding of the problem while at the organizational level the focus will identify policies and efforts put in place to promote knowledge on practice on ethics. Since the response will from the self-report, a first-hand report will be obtained. Ideally, using the research method and technique identified will provide detailed information helpful in making conclusions, recommendations and implications on the research (Atmowardoyo, 2018).

According to Rahi (2017), in spite of the advantages, the descriptive research design has some drawbacks which a researcher should understand. The research design is associated with a higher tendency of the Hawthorne effect. In the Hawthorne effect, the responses from the participants may not be truthful and sincere due to the focus on interesting the researcher. In most social researches, many people tend to dramatize how they act as they know one is observing and they only need to speak what the observer wants. During interviews especially in organizations conscious about Public Relations (PR), the respondents tend to protect the corporate image such that it may difficult to release negative information to the public. In discussing sensitive topics like ethics and responsibility, most companies hold on information that may work against them (Lipschultz, 2017). Other entities fear of being withdrawn from operation through revocation of practicing licensure by the regulating bodies. This makes challenging to get truthful and genuine information in some cases. The Hawthorne effect adds up to some degree of bias which may as well affect critical results, conclusions, and implications for the study.

The other drawback involves researcher errors and subjectivity. In researcher errors, the researcher only selects the information that is useful to them during the interview process and uses it to interpret the variables. In such a case, the researcher can end up ignoring some useful information essential for the study. As a result, there is a chance for analysis and interpretation errors. Regarding subjectivity, most of the “how”, “what” and “which” questions are answered from self-testimony, acquaintance and understanding which can be influenced by personal values and interests (Colorafi & Evans, 2016).

However, effective control over the researcher reduces the possible impacts of the limitations. Being conscious about the disadvantages and disadvantages of the research design, it will be possible to put efforts towards achieving standard results. The interview checklist will cover both aspects of knowledge and practice of ethics and responsibility for a case study in the selected companies. Addressing the issues will be essential throughout the research process (Atmowardoyo, 2018).

Ethical Considerations for the Research

Ethical consideration is critical in every research including online interviews where participants do not meet one on one. I will seek ethical approval for the research that will be obtained from the university’s faculty then send a letter to respective companies to warrant the authority to conduct the research. The research purposes to remain ethically-sensitive and address all ethical issues while staying put to the moral imperatives (Yip et al., 2016). According to the deontological theory, moral imperatives are the most important guidelines for healthy and safe research. As the research topic alludes, consciousness about ethics and responsibility is vital in researchers and very important in social researchers like marketing (Gelinas et al., 2017).

Informed consent is one fundamental ethical concern in conducting the research (The research will ensure that the participants from the selected companies willingly, knowingly and intelligently give their consent in a clear manifest way to participate. A strict focus on informed consent intends to protect the autonomous rights of the participants who will be enrolled in the study. In seeking informed consent, the participants will be taken through the research details including the objectives and drivers in the research. They will be free to raise questions that will be answered to enable them to make informed decisions (Fitzpatrick, 2017). The exercise will further introduce the participants to the potential risks such as physical harm, privacy, and confidentiality invasion if any, to enable one to decide to enroll or not. Grounds of compensation will be made clear to the participants including at the organizational level before the research. The participants will have the right to withdraw at any phase of the research without coercion to stay (Yip et al., 2016).

The research will embrace respect for anonymity and privacy to higher pedigree. In achieving anonymity, the responses to the interview questions will not be linked to personal details which makes it possible to know whoever gave the answers. Upholding privacy will help in keeping the anonymity with insistence on protecting the private information of the participants (Fitzpatrick, 2017). As prescribed in the U.K Patient’s Bill of Rights, privacy will entail the participant’s choice to determine the extent, time and general circumstances in which personal information can be shared with others. The interview tools will be pro-anonymity and privacy since they will not contain slots for personal details of the participants. Finally, the research will target beneficence; being of benefit and doing no harm to the participants. The associated benefits will be made clear before the data collection kicks off to reduce anxiety and over expectations which the participants may develop. It should be clear that the research will not benefit individuals by giving incentives and tips. The companies will be provided with some reading materials on ethics and responsibility to supplied through the respective I.T departments. It is believed that the information will be of benefit in influencing future knowledge and practice prospects on ethics and responsibility. The high considerations for privacy, confidentially, anonymity and autonomy will achieve the “Do no harm” intent of beneficence (Pape, 2017).

Data Analysis

Data analysis will be conducted once the data is collected, coded and organized using a computer. The analysis will focus on content using a data coding system. Since the interview technique will be used, the data generated will be largely qualitative. The qualitative data will be analyzed using a coding system of data analysis (Saladana, 2017).The coding system is a method of data analysis in which the data are categorized to facilitate analysis. The categories are given numbers known as codes which will be entered into the computer system during the analysis. In this research, the results in the interview transcript will be classified in to different categories and assigned various codes. The coding system follows certain steps once the data is ready and organized for analysis. An important task before analysis is checking the completeness of the interview transcripts before analysis to reduce the risk of omission which affects the analysis process (Saladana, 2017).

The coding system of data analysis will follow a detailed process once the interview results are ready. The process involves developing pre-determined codes to represent the results. The results in the interview transcripts should be assigned codes usually numbers to guide the researcher during the analysis. It is important to remember to keep the data organized for effective coding. The coded results are then entered into the computer database awaiting analysis. The process of entering the coded data into the computer database requires accurateness to minimize possible entry errors such as omission and repetition. In minimizing the errors, this research will involve a two-step verification of the entries. Apart from the main data entry manager, data entry assistants will be recruited to assist in verifying the data during the entry process. Any mistakes noticed will be correct with room for complete re-entry available especially when the error detected could affect the overall results. Analytical computer software will be chosen to carry out an analysis of the coded data (Saladana, 2017).

There are benefits associated with using the method of data analysis other than the simplicity and precision in the process. Content analysis is effective in analyzing qualitative data from interview transcripts. Integrated with the coding system, the method ensures that all responses presented in the results are organized into categories which make analysis easier. In the research, aspects of knowledge and practice in social media marketing will be categorized and assigned codes that aid in the analysis. One major drawback of the data analysis method is the inability to depict statistical relationships such as statistical significance critical in determining the relationship between and among research variables (Saladana, 2017).

Summary

The topic of ethics and responsibility in social media is of great importance as it explores the moral aspect of social media and internet marketing. Research shows that ethics is the moral compass that can be used to guide social media marketing activities including sales and communication. The focus of the research question was to investigate how knowledge and practice affects ethics and responsibility in social media marketing. In using descriptive research design and case studies from the selected companies, it will be possible to find out the correlation between the cause and effect variables. The choice of interview technique is good given the focus of the research on qualitative technique. Data analysis will be done through a coding system to inform on the conclusion, recommendations and implications for the research.