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Is Digital Nudging an Ethical Marketing Strategy?: A Case Study from the Consumers' Perspectives
Abstract
Consumption through mobile applications is becoming popularized especially after consumers' adaption of the “new normal” due to the COVID-19 pandemic. The same as other marketing strategies, nudges are often applied digitally through the design of smartphone applications to nudge consumers into performing the marketer's preferred actions subconsciously. The study aims to contribute to the existing literature on the acceptance of digital nudges by exploring its ethicalness as a marketing strategy as seen through the consumers' perspective. Eighteen semi-structured interviews were conducted, and thematic analysis was applied to analyze the data.
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