This chapter includes indicative discussion of the research ethics issues that researchers may need to understand when undertaking social media research for marketing. Our focus lies in research ethics issues which are exacerbated by the digital/social media environment as well as those which are specific to the dynamic and evolving digital/social media ecosystem. We take as fundamental the core idea that the ends should not be used to justify the means; that is, how something is achieved matters. This belief goes beyond just considering the legal/regulatory framework within which research is conducted to a position where the researcher shows respect for all research partners (Fuchs, 2017). Our own position as researchers is that participants or actors must be considered as centrally important in any research related decision. Participant-centred research in the digital and post-digital era needs to move beyond a set of processes and towards a contextually based tether for researchers.
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Quinton, SarahReynolds, Nina
Oxford Brookes Business School
Year of publication: 2022Date of RADAR deposit: 2022-01-06
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