The role of marketing analytics in the ethical consumption of online consumers

Abstract

Modern marketing requires a dynamic shift from traditional to digital worlds where technology with data handling significantly needs marketing analytics effectiveness with a customised approach, leading to ethical online consumption for consumers. This current study validated the model developed from the contributions of Davis et al. (2021) and Grewal et al. (2020) by focusing on the effectiveness of marketing analytics. Data was collected from 435 respondents who were either business heads or employees working at a managerial level through a well-drafted questionnaire. Hair et al. (2017) incitation on PLS-SEM robust measuring standards helped in model validation through internal consistency, validity, reliability, multicollinearity, nonlinearity, effect size, HTMT, R2 and finally model fitness. The empirical prediction of this research gives a clear signal to corporate to redesign their present online marketing models by using marketing analytics and then critically analysing the role of consumer privacy, artificial intelligence, and marketing mix while promoting their products or services through web or mobile apps. Finally, to what extent marketing analyses can help in generating a user-friendly interface for online consumers by capturing their personality traits with a cognitive mindset is still critical to understand and may encourage future work.