ItemBook Chapter

Marketer Behavior and Digital Ethics: Responsibility, Intrusion, and Accountability in AI Marketing

Title
Marketer Behavior and Digital Ethics: Responsibility, Intrusion, and Accountability in AI Marketing
Creator
Elangovan, N.; Sundaravel, E.; Kapse, Manohar; Raman, Sreedhara
Description
Digital marketing today is shaped by automated decision systems and data- driven personalization, which expand customer engagement but also amplify intrusions into private and professional spaces. This chapter introduces marketer behavior as a lens to study how professional intentions and practices affect digital consumer experience. Moving beyond technical and consumer- centric analyses, it highlights marketer agency in strategies that alternate between value creation and intrusive persistence. A conceptual framework is proposed to classify marketer behavior by ethical orientation and intrusiveness, supported by an ethical calibration index to assess autonomy, transparency, and contextual sensitivity. The discussion critiques current tendencies and advances responsible digital engagement by promoting ethical accountability. It argues that enduring loyalty depends not on predictive precision alone but on evolving ethics of marketer conduct that are aligned with consumer trust. 2026 by IGI Global Scientific Publishing. All rights reserved.
Source
Driving Engagement and Loyalty Through Customer-Centric Digital Marketing;pp.153-188
Date
01-01-2026
Publisher
IGI Global
Coverage
Elangovan N., Christ University, India; Sundaravel E., Christ University, India; Kapse M., Jaipuria Institute of Management, India; Raman S., Christ University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-833734664-9; 979-833734664-9;
Format
online
Language
English
Type
Book chapter

Citation

Elangovan, N.; Sundaravel, E.; Kapse, Manohar; Raman, Sreedhara, “Marketer Behavior and Digital Ethics: Responsibility, Intrusion, and Accountability in AI Marketing,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 17, 2026, https://archives.christuniversity.in/items/show/24801.

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