Commercializing Social Interaction: The Ethics of Stealth Marketing
Commercializing Social Interaction: The Ethics of Stealth Marketing
复制标题
社交互动商业化：隐形营销的伦理
DOI：
10.1509/jppm.27.1.45
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发表时间：
2008
影响因子：
7.8
通讯作者：
C. Smith
中科院分区：
文献类型：
--
作者：
Kelly D. Martin;C. Smith
公司努力通过今天的营销混乱的膨胀接触消费者经常采用新颖的营销手段。尽管许多非传统的营销信息是通过巧妙的、有趣的、最终是良性的手段而有效的，但也有一些是依靠欺骗来接近消费者的。特别是，一种隐蔽的营销形式，被称为隐形营销，使用秘密的做法，不披露或揭示与生产或赞助营销信息的公司的真实关系。除了欺骗，秘密营销还包括侵入和利用社会关系作为达到效果的手段。在这篇文章中，作者考虑了三个秘密营销案例的伦理含义。他们在消费者保护机制的背景下进行讨论，采用文献怀疑和说服知识来帮助解释这些做法的有效性。作者指出了隐性营销所固有的道德问题，并在分析的最后为营销人员和公共政策制定者提出了建议。
Firms striving to reach consumers through today's swell of marketing clutter frequently are employing novel marketing practices. Although many nontraditional marketing messages are effective through clever, entertaining, and, ultimately, benign means, others rely on deception to reach consumers. In particular, one form of covert marketing, known as stealth marketing, uses surreptitious practices that fail to disclose or reveal the true relationship with the company producing or sponsoring the marketing message. In addition to deception, stealth marketing can involve intrusion and exploitation of social relationships as means of achieving effectiveness. In this article, the authors consider the ethical implications using three stealth marketing case studies. They cast the discussion in the context of consumer defense mechanisms by employing literature on skepticism and persuasion knowledge to help explain the effectiveness of these practices. The authors identify the ethical problems inherent to stealth marketing and conclude their analysis with recommendations for marketers and public policy makers.