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Ethical Social Media Marketing in Africa

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Digital Business in Africa

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

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Abstract

Consumer perception of ethical standards in the use of social media marketing determines trust and loyalty. Social media marketing in Africa is a dominant marketing channel and, thus, must be guided by ethical marketing practices. However, ethical standards relating to social media marketing pose new challenges. To understand what ethical issues should be considered when using social media in marketing, this chapter reviews the pertinent ethical issues organisations and practitioners must incorporate in their marketing efforts. Some of these ethical concerns include fairness, avoiding deception, maintaining dignity and respect, information security and privacy, empathy, transparency, and verifying the source of data. This chapter also acknowledges the role of legal requirements across many African countries that may guide ethical social media usage. The authors identify some professional ethics that can guide organisations in the conduct of social media marketing. The chapter contributes to understanding the state of ethical issues in social media marketing in developing economies. 

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Author information

Authors and Affiliations

  1. University of Kigali, Kigali, Rwanda

    Robert E. Hinson

  2. Presbyterian University College, Abetifi, Ghana

    Kojo Kakra Twum

  3. Office of the President, Accra, Ghana

    Eugene Arhin

Authors
  1. Robert E. Hinson
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  2. Kojo Kakra Twum
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  3. Eugene Arhin
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Corresponding author

Correspondence to Kojo Kakra Twum .

Editor information

Editors and Affiliations

  1. Lagos Business School, Pan-Atlantic University, Lagos, Nigeria

    Ogechi Adeola

  2. Kedge Business School, Marseille, France

    Jude N. Edeh

  3. University of Kigali, Kigali, Rwanda

    Robert E. Hinson

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Hinson, R.E., Twum, K.K., Arhin, E. (2022). Ethical Social Media Marketing in Africa. In: Adeola, O., Edeh, J.N., Hinson, R.E. (eds) Digital Business in Africa. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-93499-6_2

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