Abstract
Small- and medium-sized enterprises (SMEs) have faced criticism for their use of adversarial and deceptive marketing communication practices, which present challenges to ethical and sustainable development. This study aims to examine the factors influencing ethical marketing communication and their impact on value creation. With a robust dataset comprising responses from 183 participants and an impressive 85% response rate, structural equation modeling through ADANCO was employed to analyze the influence of each ethical communication factor on value creation. The findings reveal a positive relationship between ethical communication and value creation, benefiting all stakeholders involved. Moreover, the study emphasizes the importance of adhering to ethical principles and establishing mutually beneficial agreements with stakeholders to achieve successful outcomes in ethical communication. These findings underscore the significance of adopting ethical marketing communication practices to drive value creation and promote societal well-being. By incorporating ethical principles into their communication strategies, businesses can enhance their brand reputation, cultivate trust among customers, and contribute to the overall betterment of society.
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