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http://dx.doi.org/10.5392/JKCA.2017.17.03.189

The Research on Adolescents' Ethical Decision on Unethical Viral Marketing through Social Network Service  

Cho, Seung-Ho (숭실대학교 글로벌통상학과)
Publication Information
The Journal of the Korea Contents Association / v.17, no.3, 2017 , pp. 189-198 More about this Journal
Abstract
This study examined how adolescents make a decision on a company's unethical viral and what factors influenced their decision. There were three independent variables, self-interest, sense of rivalry, and monetary attitude, considered for affecting adolescents' ethical decision. The ethical decision as the dependent variable has two perspectives such as deontology and relativism. The findings showed that sense of rivalry was only significant factor influencing relativism and deontology of adolescents' ethical decision. Self-interest and monetary attitude were not significant, but when eliminating sense of rivalry due to multicollinearity in regression model, monetary attitude significantly influenced their ethical decision.
Keywords
Unethical Viral Marketing; Facebook; Adolescents; Sense of Rivalry;
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