Book Chapter

Research Ethics in digital and social media marketing research


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, Sarah
Reynolds, Nina

Oxford Brookes departments

Oxford Brookes Business School


Year of publication: 2022
Date of RADAR deposit: 2022-01-06

All rights reserved.

Related resources

This RADAR resource is the Accepted Manuscript of Research Ethics in digital and social media marketing research
This RADAR resource is Part of The SAGE Handbook of Digital Marketing [ISBN: 9781529743791] edited by Annmarie Hanlon & Tracy L. Tuten


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