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AuthorRajat Kumar, Behera
AuthorBala, Pradip Kumar
AuthorRana, Nripendra P.
AuthorKizgin, Hatice
Available date2023-06-12T07:27:21Z
Publication Date2021-12-03
Publication NameJournal of Business Research
Identifierhttp://dx.doi.org/10.1016/j.jbusres.2021.11.070
CitationBehera, 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.
ISSN0148-2963
URIhttps://www.sciencedirect.com/science/article/pii/S0148296321008778
URIhttp://hdl.handle.net/10576/44373
AbstractCognitive 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.
Languageen
PublisherElsevier
SubjectCognitive computing
B2B digital marketing
Organisational effectiveness
Organisational reputation
Ethics
TitleCognitive computing based ethical principles for improving organisational reputation: A B2B digital marketing perspective
TypeArticle
Pagination685-701
Volume Number141
ESSN1873-7978
dc.accessType Abstract Only


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