ETHICAL ISSUES IN DIGITAL MARKETING IN AN EMERGING ECONOMY: A PERSPECTIVE OF CUSTOMERS IN THE NIGERIAN BANKING INDUSTRY.

This study investigates ethical issues in digital marketing in an emerging economy based on customers' perspectives in the Nigerian banking industry. The study adopted a quantitative research approach based on the survey method with a sample of 400 respondents selected through a convenient sampling technique. The data was collected and analysed using statistical methods such as frequency, percentages and Regression analysis. The outcome of this study revealed that fair dealings as an ethical consideration in digital banking have a significant effect on customer satisfaction and retention, which was indicated based on an R-square value of 73.1%. Furthermore, it was found that disclosure as an ethical consideration in digital banking has a significant effect on customer satisfaction and retention, which was specified based on the R-square value of 91.0%. In addition, the confidentiality of customer information as an ethical consideration in digital banking has the most significant effect on customer satisfaction and retention, which was indicated with an R-square value of 93.3%. Finally, the study found that hard selling as an ethical consideration in digital banking has a significant effect on customer satisfaction and retention, which was stated based on an R-square value of 51.1%. The study concluded that there are prevalent ethical issues in digital marketing that affect customer satisfaction and retention in the Nigerian banking industry. Based on the findings and conclusion, it was recommended that organisations and management should critically monitor marketing ethical issues because of the level of their sensitivity to customers.