Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Ethical Digital Marketing, Consumer Welfare, and Market Efficiency: Evidence from India

Author(s) Rubini.R., Dr.A.Malliga
Country India
Abstract The rapid expansion of digital marketing in India has transformed consumer–firm interactions, enabling greater market access, personalization, and efficiency. However, the increasing use of data-driven and platform-based marketing practices has raised significant ethical concerns related to transparency, data privacy, manipulation, and fairness. These concerns have important implications for consumer welfare and market efficiency, particularly in emerging digital economies such as India. This study examines the role of ethical digital marketing in promoting consumer welfare and market efficiency using secondary data. Drawing upon welfare economics, information asymmetry theory, and business ethics literature, the study analyses regulatory reports, industry publications, and institutional data to assess how ethical digital marketing practices influence consumer outcomes and market performance. The findings suggest that ethical digital marketing reduces information asymmetry, enhances consumer trust, and supports competitive efficiency. The study contributes to business ethics literature by demonstrating that ethical digital marketing is not merely normative but a necessary condition for sustainable and welfare-enhancing digital markets. Policy implications for regulators, digital platforms, and marketers are discussed.
Keywords Ethical digital marketing; Consumer welfare; Market efficiency; Business ethics; Secondary data; India
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-02-28
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E-ISSN 3048-7641
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