Pakistan Journal of Law, Analysis and Wisdom

Volume No. 3, Issue No. 10, October 2024

e-ISSN: 2959-0825, p-ISSN: 2959-0817
[Link]
Impact of Ethical Issues in Social Media Advertising on Consumers’ Trust

Syed Abdul Siraj

Professor, Department of Media Studies, Bahria University, Islamabad
professorsiraj58@[Link]

Muhammad Riaz Raza

Senior Assistant Professor. Media Studies, Department of Media Studies, Bahria University,
Islamabad
[Link]@[Link]

Aisha Batool
Department of Media Studies, Bahria University, Islamabad
Abstract
Ethical issues in social media advertising undermine consumer trust and loyalty, whereas
ethical practices can strengthen trust and cultivate long-term relationships. This
quantitative study uses a survey to explore the impact of moral issues and practices in
social media advertising on consumer buying behavior. The findings reveal that consumers
are highly sensitive to unethical practices in social media advertising and respond with
strong negative emotions such as irritation and avoidance of associated brands. On the
other hand, good ethical practice enhances consumers' trust and loyalty. In addressing
moral challenges and building public confidence in social media advertising, ethical
guidelines, as well as inclusivity of gender identities and societal outlooks, capture
a larger range.
Keywords: Social Media, Advertising, Ethics, Consumer, Trust
© 2024 The Authors. This is an Open Access article distributed under the terms of the Creative
Commons Attribution Non-Commercial License.
1. Introduction
Social media is an online communication platform that uses various platforms such as Facebook,
Twitter, Instagram, LinkedIn, Snapchat, TikTok, etc., and allows users to create and share content
and interact with others. (Siraj, 2016). Social media is a popular medium for social interaction
utilized by millions worldwide, enabling them to stay updated and connected with friends and
family. It also allows businesses to communicate with consumers to sell and purchase merchandise
items, ideas, and products (Abid et al., 2020). Nevertheless, social media has also created issues
for people living in society. One major issue is the spread of misinformation, posing serious
consequences in many spheres, including deception, causing many issues for the people. (Malik et
al., 2022)
Abid et al. (2020) argue that social media has become inescapable in the postmodern era, and its
extensive use has brought ethical implications for its users. One of the factors causing ethical
concern is the easy invasion of privacy in social media as it often requires sharing personal
information, which is then used for different purposes, especially for marketing and other misuse
concerns. This risk factor in the use of social media endangers individuals. So, one should
be careful when sharing personal information (Malik et al., 2022). Social media advertising has
reshaped marketing strategies and enhanced its impact comparatively more than traditional media,

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offering targeted brands and engaging archaism. At the same time, it has brought serious ethical
issues that shattered consumer loyalty and trust (Tufekci, 2018). Ethical practice on social media
enhanced brand association. Solove (2021) views that ethical advertising prioritizes transparency,
ensures that consumers are fully informed about the product, and avoids manipulative or deceptive
tactics.
Social media use has developed enormously within the last decade (Bechmann et al. 2015). At the
same time, ethical issues in advertising have grown substantially. Introna, L. 2017. Many
consumers are unaware of the vast personal data that social media companies store and share with
other third parties. Privacy becomes a significant concern as these companies connect with
consumers (Fox et al. 2018). For example, when consumers make a non-monetary, intangible
exchange of their personal information for a specific platform, they risk their privacy. These social
media practices raise many new questions and concerns regarding confidentiality and informed
consent (Sormanen et al., 2016).
(Livingstone (2019) views social media platforms as collecting data by creating personal profiles.
The algorithm mechanism spreads the data and is reflected on the other platforms. The user
information related to demographics, interests, and online behaviors is often used in sales purchase
marketing, which is against the fundamental ethical principles of consent. Such practice severely
damages consumer privacy and problematic the trust and credibility of social media marketing.
Another moral concern is genuine and paid content in advertisements. Ethical advertising should
clearly label the ad's content so consumers understand it. This practice helps develop consumer
trust and avoid deception (Cheng et al., 2020; Kapoor et al., 2021).
2. Literature Review
There is a debate about the ethical concerns in social media advertising. It has opened ways for
investigating media studies and marketing as it underscores the potentially immoral aspects of
technological advancements (Rawan & S. A. Siraj 2018). Research in this area can help
policymakers, advertising agencies, academics, and researchers devise relevant measurements to
enhance the ethical use of advertising resources, thereby fostering trust among advertisers, social
media platforms, and consumers (Siraj, S. A., et al. 2016). By offering fresh insights into
advertising ethics, this study aims to provide actionable recommendations for maintaining ethical
standards in business practices.
The manipulative and deceptive devices, such as emotional appeals and sensory triggers in social
media advertising, are unethical practices that mislead consumers (Martin, 2018; Nagle et al.,
2020). Enhancing relevance for consumers by personalizing data is an intrusive manipulation
advertising strategy and can be problematic for targeted consumers (Zhang et al., 2019; Banerjee
et al., 2017; Rawan et al., 2018). The use of misinformation is a serious ethical decline in social
media advertising, which, unfortunately, due to the free-flow nature of social media, can easily
embed. This practice harms consumer trust and loyalty (Gallacher et al., 2021; Nguyen et al.,
2019). Hyperreality is related to the deception in social media advertising, which maxes reality
and illusion by making things real rather than real, creating unrealistic expectations, and
misleading people into believing in a distorted reality in decision-making (Christanti et al., (2021).
The hyper-reality of social media marketing also raises deception, which blurs real and mediated
reality and thus manipulates consumer perceptions (Ibáñez-Sánchez, 2022). Social media
marketing, while enhancing expectations, often uses body image to influence the attitude and
behavior of consumers, raises serious ethical concerns about promoting harmful norms and
products that may adversely affect health (Kite et al., 2018; Smith & Cooper-Martin, 2020; Siraj,
S. A., 2012). To understand the simulacra, as explained by Jean Burdrellia, which deals with the

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Siraj et al. 24-35

real rather than the real, like hyper-reality, needs increased media literacy and effective regulation
to control the perception of marketing in social media (Leonardi et al., 2021; Hansen & Zomerdijk,
2020).
Consumer privacy disclosure in advertising is a serious concern (Sheehan and Hoy 1999). A good
strategy is when marketers ask consumers for personal information to reduce privacy concerns
(Milne et al. 2004). Privacy concerns are a significant concern in social media advertising.
Consumers' data being used for commercial purposes is a widespread ethical dilemma that
infringes on privacy (Hajli & Lin, 2016). Despite growing academic interest in how businesses
interact with customers on different social media platforms, it still needs to be more extensive
(Hudson et al., 2016). The literature reveals a gap in understanding the 'organization-customer'
interface, particularly in how companies conduct social media advertising (SMA) and address
ethical issues (Brunk, 2010). The rapid advancements in targeted advertising have raised ethical
questions, with experts debating the implications for privacy and consumer trust (Smith &
Johnson, 2020). Kaplan and Haenlein (2019) argue that disclosing personal information in
marketing content is essential for responsible advertising practices to ensure trust. Misleading ads
that appear unexpectedly or without clear sponsorship labels can infringe on consumer privacy
(Raza, et al., (2023). Effective advertising practices require clear differentiation between
sponsored and non-sponsored content and can foster consumers’ trust in decision-making. (Kaplan
& Haenlein, 2019).
Social media advertising also entails ethical concerns in using Manipulation and persuasion, such
as sneaky tactics to influence consumer decisions. Dark patterns and psychologically deceptive
tricks are used in websites, apps, or other digital interfaces that intentionally manipulate users into
performing unintended actions (Kaplan & Haenlein, 2019). This blurring motivating technique,
especially in influencer marketing, is increasing with technological changes (Matthes et al., 2020).
Transparency and ethical practices in social media marketing are vital to generating trust and brand
loyalty. This moral and psychological issue in social media marketing exploits consumers' decision
fatigue to steer them toward a business’s desired outcome, often compromising their trust and
autonomy.
The researchers in advertising studies show concerns about the increasing practice of risky
products and the behavior of addictive substances, such as alcohol, tobacco, and marijuana, as well
as behaviors, such as gambling, which have adverse effects on children and adolescents (Romer,
D., & Moreno, M. 2017). Besides, Bergström et al. (2020) indicate that while targeting the
vulnerable group, social media advertising uses aggressive tactics that lead to negative outcomes
such as exploitation and affect consumers’ autonomy and decision-making capabilities in crucial
matters.
The conscious and unconscious practice of ethical issues in social media advertising is critical,
leading to negative consumer emotions and decreased trust, affecting brand perception and loyalty
(Paloranta, 2014). Similarly, Personalized and targeted marketing strategies for consumer
engagement also have ethical implications, data privacy, and manipulation. Addressing these
ethical concerns is crucial for social media marketing to build trust and confidence. This study
seeks to understand consumers' ethical considerations in social media advertising, such as
deceptive manipulations and their effect on purchasing decisions.
3. Theoretical Framework
To underpin the literature review, methodology, and analysis, this study uses the theories of
‘Corporate Social Responsibility (CSR)’ and ‘Ethics and Moral Philosophy,’
[Link] Social Responsibility (CSR) Theory
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Pakistan Journal of Law, Analysis and Wisdom Vol 3, No.10

The theory views consumers, employees, and the community as the business stakeholders for
profits. Based on utilitarian principles, ethical consideration is the prime goal for the overall benefit
to society (Moon, 2007). According to the theory, ethical practices are embedded in employee,
consumer, and community benefits. The theory is blind to a balance between economic and social
good, which enhances a company’s reputation and fosters public trust (Carroll, 1991; Dahlsrud,
2008). In social media advertising, the theory assesses how advertising practices affect society, the
environment, and the economy to ensure that profitable and ethically responsible strategies
contribute positively to society (Carroll, 1999).
[Link] and Moral Philosophy Theory
The other theoretical perspective used is the ethical and moral philosophy based on Virtue, Rights-
Based Ethics, and Deontological for an accurate product picture (Kant, 1785). Social media
marketing in the respect should be truthful for consumers' decision-making (Alexander & Moore,
2016). Using honesty, fairness, and integrity in social media marketing for a successful business
upholds high professionalism for building consumer trust and loyalty (Hursthouse, 2012). The
theory holds that media marketing must protect consumer freedoms and rights, privacy, and
autonomy (Rawls, 1971).
4. Research Questions
RQ1: To what extent do individuals of different genders perceive ethical issues in social media
advertising?
RQ2: To what extent do university students understand the ethical issues in social media
advertising?
RQ3: What are the observed effects of social media advertisements on the purchasing behaviors
of university students?
RQ4: How do deceptive or unrealistic elements in social media advertising influence consumer
attitudes and decision-making?
RQ5: To what degree do consumers perceive trust, rights, and intrusiveness in social media
advertising
[Link]
This research quantitatively analyzed ethical issues in social media advertising using descriptive
and inferential statistics. Data were collected through a structured questionnaire distributed via
Google Forms to university students from Rawalpindi and Islamabad. A validated method was
employed to collect reliable data from a large sample (Chen & Barnes, 2019). The analysis focused
on identifying patterns and relationships in ethical concerns related to social media advertising.
[Link] of Questionnaire
A structured questionnaire comprising 54 items on the ethical issue of social media advertising,
including the demography of the sample, encompasses gender, age, income, and education. Table
1 presents a comprehensive overview of the sample characteristics. It targeted 150 university
students to gather their perspectives on ethical issues in social media advertising. The structured
format facilitated systematic and quantifiable data collection (Siraj, 2008). Most question items
used a 5-point Likert scale for attitudinal and behavioral concepts, with one as the lowest and five
as the highest response. The questionnaire's demographic characteristics encompass gender, age,
income, and education. Table 1 presents a comprehensive overview of the sample characteristics.
[Link] study
Media and business experts validated the survey questionnaire. Before launching the
questionnaire, a small pilot study was conducted on a sample of n = 20 to test the comprehension

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Siraj et al. 24-35

of the survey questions. In response to the pilot study feedback about the difficulty in
understanding the input in the questionnaire regarding the concepts of trust and deception, we
provided additional explanations in the questionnaire to make it more understandable to the
respondents.
[Link] Collection
The data was collected through a structured questionnaire using emails and WhatsApp addresses
from 150 University-accessible students. The response to the questionnaire was initially slow but
improved gradually with a couple of reminders.
[Link] Analysis
We analyzed the data using the SPSS 25 version to answer the research questions. We initially
analyzed the data with descriptive statistics to check the results in the sample, and the results were
then generalized using inferential statistics. Haljli & Lin (2016) view that these two types of
statistics are important for data analysis for understanding the phenomena under investigation in
the sample and study population. This approach enabled us to understand better the ethical issues
used in social advertising.
[Link] of Data
To check the internal consistency and reliability of the questionnaire’s response, we used
Cronbach's Alpha test. After removing the demographic variable, the remaining 47 questionnaire
items were half-slit before using Cronbach's Alpha test, which yielded an accepted Cronbach's
Alpha value ranging from 0.70 to 0.81. At the same time, the average value was 0.76. The overall
average Cronbach's Alpha for the finalized questionnaire was 0.73. Siraj et al. (2024) view the
reliability score range between 0.70 and 0.80 as adequately reliable, ensuring the collected data's
authenticity.
5. Results
The data analysis of this study is the quantitative focus that presents the result with descriptive and
inferential statistics. Table 1 reveals that the survey participants are mainly young, male, and well-
educated. Most (86.1%) are between 18 and 25 years old, with 71.3% male, 23.1% female, and
2.8% non-binary or other. Educationally, 88% hold a Bachelor's degree, 9.3% have a Master's
degree, and 1.9% have a PhD. This suggests that the survey results primarily reflect the views of
young, highly educated males, potentially influencing their perspectives on social media
advertising.
Table 1
Demographic characteristics of the sample
Category Subcategory Frequency (%)
Gender Female 25 (23.1)
Male 77 (71.3)
Non-binary/Other 3 (2.8)
Age 18-25 93 (86.1)
26-35 11 (10.2)
36-45 1 (0.9)
Under 18 2 (1.9)
Levels of Education Bachelor's 95 (88.0)

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Pakistan Journal of Law, Analysis and Wisdom Vol 3, No.10

Category Subcategory Frequency (%)

Master's 10 (9.3)
PhD 2 (1.9)
RQ1: To what extent do individuals of different genders perceive ethical issues in social media
advertising?
Table 2 highlights a higher awareness level among male participants than female participants.
Specifically, a greater proportion of males are categorized as aware or greatly aware, while
females show a broader distribution across the categories of awareness. Most respondents are
"aware" or "neutral," indicating a moderate concern about ethical issues in social media
advertising.
Table 2
Awareness of Ethical Concerns Related to Social Media Advertising by Gender
Greatly
Greatly Neutral Not Aware Rarely Total
Gender Aware
(n, %) (n, %) (n, %) (n, %) (n, %)
(n, %)
Female 7 (8.6) 3 (3.7) 9 (11.1) 2 (2.5) 4 (4.9) 25 (30.9)
Male 30 (37.0) 8 (9.9) 23 (28.4) 6 (7.4) 10 (12.3) 77 (69.1)
108
Total 37 (34.3) 11 (10.2) 32 (29.6) 8 (7.4) 14 (12.9)
(100.0)
RQ2: To what extent do university students understand the ethical issues in social media
advertising?
Table 3 shows that the major concern for trusting social media advertising is privacy, reflecting a
strong demand for better protection of personal information. Additionally, significant concerns
about manipulation, deception, and the spread of misinformation underscore a broader distrust in
how advertising content is managed. These key marketing concepts intersect with the complex
ethical challenges in social media marketing.
Table 3

RQ3: What are the observed effects of social media advertisements on the purchasing behaviors
of university students?

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Siraj et al. 24-35

Table 4 shows participants' awareness of ethical issues in social media advertising among the
respondents. The table shows the highest awareness of deceptive advertising, for which the
participants are concerned about misleading advertising tactics. Awareness about social media
advertising transparency is considered lower for purchasing behavior. These results reveal that
deception in social media marketing is a prime concern, and other advertising practices remain
uneven, reflecting a need for increased emphasis on transparency and its influence on consumer
behavior.
Table 4
Awareness of Social Media Advertising Practices
Not at
Advertising Practices V. Greatly Greatly Somewhat Little
All
39 15
Advertising Transparency 3 (2.8%) 9 (8.3%) 40 (37.0%)
(36.1%) (13.9%)
40 13
Purchasing Decisions 4 (3.7%) 10 (9.3%) 38 (35.2%)
(37.0%) (12.0%)
22
Encounters Deceptive Ads 8 (7.4%) 30 (27.8%) 39 (36.1%) 7 (6.5%)
(20.4%)
RQ4: How do deceptive or unrealistic elements in social media advertising influence consumer
attitudes and decision-making?
Table 5 shows respondents' concerns about deception in social media advertising and worried
about misleading practices. Concerns about the impact of social media advertising on consumer
behavior are also prominent, with many participants perceiving it as having a substantial effect.
Overall, the table highlights that unrealistic and deceptive ad are major issues, and there is a strong
perception of their influence on consumer decisions.
Table 5
Concerns Regarding Social Media Advertising Influence
Concerns Not at All Slightly Moderately Greatly Very Greatly
Unrealistic Ads 10 (9.3%) 24 (22.2%) 23 (21.3%) 33 (30.6%) 17 (15.7%)
Deceptive Ads 8 (7.4%) 26 (24.1%) 32 (29.6%) 35 (32.4%) 5 (4.6%)
Consumer Influence 14 (13.0%) 21 (19.4%) 22 (20.4%) 30 (27.8%) 19 (17.6%)
RQ 5: To what extent do consumers perceive trust, rights, and intrusiveness in social media
advertising?
Table 6 reveals that while participants generally show moderate to high trust in social media
advertisements, there is a significant minority that has little to no confidence in these ads, reflecting
diverse perceptions of their reliability. Concerns about consumer rights are predominantly minor
to moderate, with only a small portion expressing significant worry, indicating variability in how
individuals perceive the importance of consumer protections. Additionally, a prevalent view is that
social media ads are intrusive, with many participants feeling that they disrupt their user
experience, contributing to negative perceptions of both the advertisements and the platforms
hosting them.
Table 6
Perceptions of Trust, Rights, and Intrusiveness in Social Media Advertising

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Concerns Not at All Slightly Moderately Greatly Very Greatly

Ad Trust 13 (12.0%) 11 (10.2%) 39 (36.1%) 40 (37.0%) 3 (2.8%)
Consumer Rights 18 (16.7%) 36 (33.3%) 37 (34.3%) 13 (12.0%) 2 (1.9%)
Ad Intrusiveness 10 (9.3%) 23 (21.3%) 45 (41.7%) 24 (22.2%) 4 (3.7%)
6. Discussion
The survey results reveal that most participants are advanced-educated men, which influences the
findings and introduces certain biases. Since men represent more respondents, their views likely
significantly impact the overall results. Gender differences can affect perceptions of marketing,
social media use, trust, and ethical concerns from varied life experiences. The predominance of
younger participants highlights the importance of tailoring social media content to this
demographic, as younger users tend to engage more with social media and have distinct concerns
compared to older generations. The high educational level among respondents underscores the
need for transparency and ethical practices in advertising, as it likely leads to more nuanced and
critical feedback.
The data analysis suggests that consumers, especially young users, engage highly with social
media advertising and align with current trends. There are diverse points of view on promoting
and marketing techniques for a broader reach and effectiveness for all types of consumers. The
higher educated strata look at social media advertisements more straightforwardly, non-deceptive,
and evidence-based. This demographic characteristic helps us understand more effective social
media advertising strategies.
Regarding the gender differences in conceiving social media advertising for effectiveness, Men
generally show greater awareness and attention compared to their female counterparts. This might
be the traditional regular practice in promoting marketing or variations in digital consumption
habits. The more women mature, the less neutrality and engagement they have with social media
advertising. More investigation of gender engagement needs to be conducted from their
perspective to gain better insight into the advertisers' strategies. Transparency issues in social
media advertising affect consumers' trust, which can lead to disbelief about social media
advertisements. Transparency might enhance user trust and engagement if social media
advertisements demonstrate relevant practice and effectiveness.
The analysis also reveals the respondents’ reaction to social media as intrusive and annoying,
reducing consumer satisfaction and engagement. Furthermore, engagement can be increased with
more relevant but crip interesting information with a clear need for the product idea and thing for
consumption. Addressing transparency, ethical values, user expectations, and being closer to
consumer needs make social advertising more effective.
7. Conclusion
The growing prevalence of social media advertising has heightened ethical concerns, unease, and
apprehension, leading to less engagement and affecting consumer trust and loyalty. Having
discovered the varied ethical issues of social media advertising, organizations must focus on the
specific target demographics' characteristics in crafting their advertising strategies. The results
suggest that intrusiveness, lack of transparency, and depiction in advertising are devastating for
social media advertising.
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