Assessment of the rise in unethical sympathy-based marketing as a product of Covid-19


Aims: The aim of the research was to examine the rise in unethical sympathy-based marketing due to covid 19.

Method/design: The study was conducted through primary quantitative research in which 200 professionals in marketing from the United Kingdom responded to the Likert scale-based questionnaire.

Download full abstract text


In the past, it was the norm of companies doing unethical marketing by stating false facts and figures, exaggerating the qualities of their products and services, and claiming unverified facts like cigarette smoking gave an active lifestyle (Gupta and Srivastav, 2016). Brands change the facts and mislead their customers, which is an unethical practise that is being used to boost sales and revenue (Zarrad and Debabi, 2015). The reason the brands and companies are misleading their customers is that they know that it will be difficult to sell the products if the client knows everything about the product. According to David, Boniface, and Christian (2018), companies mask the dark sides of their products. However, showing too much of the good side through service and product is also bad.

Download full article


Abuznaid, S., 2012. Islamic marketing: addressing the Muslim market.

Ali, B.J., 2020. Impact of COVID-19 on consumer buying behavior toward online shopping in Iraq. Ali, BJ (2020). Impact of COVID-19 on consumer buying behavior toward online shopping in Iraq. Economic Studies Journal18(42), pp.267-280.

Ameer, I. and Halinen, A., 2019. Moving beyond ethical decision-making: A practice-based view to study unethical sales behavior. Journal of Personal Selling & Sales Management39(2), pp.103-122.

Bai, X. and Chang, J., 2015. Corporate social responsibility and firm performance: The mediating role of marketing competence and the moderating role of market environment. Asia Pacific Journal of Management32(2), pp.505-530.

Download full list of references
Share At: