Analyze The Marketer Activity in Digital Era with Implemented Digital Ethic

Rezi Muhamad Taufik Permana, Syifa Fauziah Hamidah

Abstract


Digital technology has become part of marketing activities for a marketer, every marketer is currently required to be able to implement digital marketing activities. On the other hand, the use of digital technology raises issues that are hotly discussed, especially ethical issues.This research was conducted with a qualitative descriptive approach by looking at the theories of marketing and digital ethics. This study uses secondary data contained in books, white papers, journals, articles which is the basis for a literature review. The results show that digital skills and expertise alone are not enough for a marketer. To become a reliable marketer in the digital world, it is very necessary to know and apply digital ethics.

Keywords


Digital Marketing, Marketer, Digital Ethics

Full Text:

PDF

References


Baumhart, R. C.: How Ethical Are Businessmen?Harvard BusinessReview39 (1961): 6–9, 156–157.

Bruijin. Remko de. (2019). https://www.de.kearney.com/communications-media-technology/article/?/a/marketing-in-the-digital-era.

D.A.., 2020. Ethic of Digital Communication, or New Scenarios for Having a Voice. KnE Social Sciences. Available at: http://dx.doi.org/10.18502/kss.v4i5.6505.Day GS. Closing the Marketing Capabilities Gap. Journal of Marketing. 2011;75(4):183-195. doi:10.1509/jmkg.75.4.183.

Delloite Consulting. (2020). Laporan Substansi Roadmap Literasi Digital 2020-2024 Kementerian Komunikasi dan Informatika. Dapat diakses di https://literasidigital.id/books/roadmap-literasi-digital-2020-2024-full-deck/

Kannan, P. K., & Li, H. “Alice.” (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/https://doi.org/10.1016/j.ijresmar.2016.11.006

Kotler, Philip, Keller, Kevin Lane. (2016). Marketing management 15th ed. (15th). Harlow.

Kolykhmatov, V. I. (2018). Modern teacher digital skills in the condition of Digitalization of education. Uchenye zapiski universiteta imeni P.F. Lesgafta Uchenye zapiski universiteta imeni P.F. Lesgafta, 9(163), 152-158.

Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12. https://doi.org/https://doi.org/10.1016/j.emj.2013.12.001

Lovink G. Critical theory of the Internet / Lovink Geert. – M.: Ad Marginem Press, the Museum of Contemporary Art “Garage”, 2019. – 304 p

Permana, R. M. T., Rohandi, M. M. A., & Nugraha, Y. D. (2021). New Business Model For Creative Agency Through Influencer Marketing. Jurnal Manajemen Dan Bisnis Performa, 18(3), 11–19. doi:10.29313/performa.v18i3.8101

Rafik Issa Beekum,. (2004). Etika Bisnis Islami, Yogyakarta: Pustaka Belajar.

Soewito, B. & Isa, S.M., 2015. Digital Technology: the Effect of Connected World to Computer Ethic and Family. CommIT (Communication and Information Technology) Journal, 9(1), p.23. Available at: http://dx.doi.org/10.21512/commit.v9i1.1654.

Van Dijk, J. (2006). The Network Society. London: Sage Publications.




DOI: https://doi.org/10.29313/performa.v19i2.10483

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Jurnal Manajemen dan Bisnis (Performa)

Jurnal manajemen dan bisnis (Performa) diindeks oleh:


Alamat Redaksi:

Jl. Tamansari 1, Bandung 40116, Jawa Barat, (022) 4203368 pes. 210, (022) 4264064. jmb.performa@gmail.com / jmb.performa@unisba.ac.id

 

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. ISSN 1829-8680 | E-ISSN 2599-0039