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المؤلفRajat Kumar, Behera
المؤلفBala, Pradip Kumar
المؤلفRana, Nripendra P.
المؤلفKizgin, Hatice
تاريخ الإتاحة2023-06-12T07:27:21Z
تاريخ النشر2021-12-03
اسم المنشورJournal of Business Research
المعرّفhttp://dx.doi.org/10.1016/j.jbusres.2021.11.070
الاقتباسBehera, R. K., Bala, P. K., Rana, N. P., & Kizgin, H. (2022). Cognitive computing based ethical principles for improving organisational reputation: A B2B digital marketing perspective. Journal of business research, 141, 685-701.
الرقم المعياري الدولي للكتاب0148-2963
معرّف المصادر الموحدhttps://www.sciencedirect.com/science/article/pii/S0148296321008778
معرّف المصادر الموحدhttp://hdl.handle.net/10576/44373
الملخصCognitive computing is ushering in the fourth industrial revolution through its promises of improved accuracy, scalability and personalisation. Therefore, business-to-business (B2B) organisations are wavering in the decision for adoption into their digital marketing initiatives. However, embracing moral rules and/or moral judgments in their digital marketing innovation can be challenging, since making mistakes could damage reputations. Therefore, this study applies the ethical principles of cognitive computing in B2B digital marketing business-centric ethical challenges. An integrated theoretical framework grounded on multidisciplinary studies is proposed. The primary data were collected from 300 respondents within B2B businesses. The results of this research led to the conclusion that good ethical practices are essential for the improvement of both organisational effectiveness and organisational reputation. Increased organisational reputation delivers a competitive edge in fast-growing marketplaces. B2B businesses need to look for proactive ways to achieve continuous improvement.
اللغةen
الناشرElsevier
الموضوعCognitive computing
B2B digital marketing
Organisational effectiveness
Organisational reputation
Ethics
العنوانCognitive computing based ethical principles for improving organisational reputation: A B2B digital marketing perspective
النوعArticle
الصفحات685-701
رقم المجلد141
ESSN1873-7978
dc.accessType Abstract Only


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