Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Elangovan, N.; Sundaravel, E.; Kapse, Manohar; Raman, Sreedhara Title A name given to the resource Marketer Behavior and Digital Ethics: Responsibility, Intrusion, and Accountability in AI Marketing Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Driving Engagement and Loyalty Through Customer-Centric Digital Marketing;pp.153-188 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-4662-5.ch005" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-4662-5.ch005</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105030898077?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105030898077?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Elangovan N., Christ University, India; Sundaravel E., Christ University, India; Kapse M., Jaipuria Institute of Management, India; Raman S., Christ University, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833734664-9; 979-833734664-9; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online