Designing an Ethical Digital Marketing Strategy Model to Improve Organizational Performance

The performance of the organization undoubtedly depends on the ethical atmosphere of the organization, organizational values, activities, procedures and ethical attitudes. The purpose of this study was to design a model of ethical digital marketing strategy to improve organizational performance.

The present study was a combination of applied and action research that was conducted in a mixed manner. In the qualitative part. The statistical population consisted of experts familiar with the subject of research (hotel managers and professors) who were interviewed by a non-random and purposeful method until the theoretical saturation of 25 people as a sample. Data analysis was performed using the Delphi technique approach. In a small part of the statistical population included all the subscribers of Mashhad hotels that due to the infinity of the population 384 people with Cochran's formula were selected as a research sample. In this study, a questionnaire was used to collect the required data and structural equations were used to analyze the data. The software used in this study were PLS and AMOS.

The results showed that finally 7 categories of structural, behavioral, environmental factors, processes, output, outcome and effect and sub-components of each were identified and according to Delphi technique, all factors of digital marketing ethical strategy model were identified. They affect the improvement of organizational performance and then with the technique of structural equations it was found that the model has a good fit.

Observing ethical strategies in the field of digital marketing in the fields of structure, behavior and environment and paying attention to ethical components such as honesty, fairness, responsibility, adherence to commitments and maintaining trade secrets, etc. have several consequences and effects that it can improve the performance of the organization