Designing an Online Shopping Model on Social Media Through the Ethical Personalization of Advertising

Ethical personalization of advertising is the development of personal communication with a specific consumer based on the ethical preferences of the target consumer. The present study aims to design an online shopping model on social media using the ethical personalization of advertising.

The present study is qualitative and exploratory-developmental. The statistical population of this research is academic experts, marketing experts and social network managers. Using purposive sampling method (judgment and snowball), 20 people were selected. The research tool was a researcher-made questionnaire. Data analysis was performed using Delphi technique in four stages and in order to reach consensus among members, Kendall coordination coefficient was used.

Based on the research findings, the factors of appropriateness, content and time of advertisements are the main factors for the predictor variable of ethical personalization of advertisements and the factors of awareness, credibility, creativity, entertainment and social value are the determinants of the variable. The mediator of advertising value and factors of concentration, time and deception were determined as influential factors for the mediating variable of psychological experience and cognitive, emotional and product trust factors.

In this study, the main factors and variables of the model are extracted and after performing Delphi technique and the results of a four-stage survey of panel experts, finally 19 effective components in designing online shopping model through ethical personalization of advertising in the form of a conceptual model was identified.