The Value of Integrity: Empowering SMEs with Ethical Marketing Communication
Abstract
:1. Introduction
2. Literature Review
2.1. Ethical Communication
2.2. Communication Gap
2.3. Conceptual Development and Hypotheses
2.3.1. Morals
2.3.2. Accuracy of Scientific Data
2.3.3. Social Welfare
2.3.4. Kids as Consumers
2.4. Conceptual Framework
- i.
- Value generation for society: the prime participants of this classification are shareholders and the consumer base itself.
- ii.
- Value generation for the organization and its members: this aspect focuses more on the managerial end and how a brand creates tangible and intangible value for its employees and other members involved with the organization.
3. Methods
4. Result
4.1. Measurement Model
4.2. Hypotheses Testing Results
5. Discussion
5.1. Hypothesis 1. A Positive Relationship Exists between Moral Principles and Value Creation in Communication with Integrity Was Strongly Supported (t = 5.2066, β = 0.4317, and p < 0.05)
5.2. Hypothesis 2. The Accuracy of Scientific Data Positively Impacts Value Creation in the Context of Communication with Integrity Was Positively Supported (t = 2.0766, β = 0.1703, and p < 0.05)
5.3. Hypothesis 3. Social Welfare Positively Influences Value Creation in the Context of Communication with Integrity Was Strongly Supported (t = 3.2229, β = 0.2141, and p < 0.05)
5.4. Hypothesis 4. The Demographic of Children as Consumers Positively Influences Value Creation in the Context of Communication Integrity (t = 2.0809, β = 0.1974, and p < 0.05) was Positively Supported
6. Conclusions
6.1. Academic Implications
6.2. Managerial Implications
6.3. Policy Implications
7. Limitations and Further Research
Author Contributions
Funding
Data Availability Statement
Conflicts of Interest
References
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Construct | Dijkstra–Henseler’s Rho (ρA) | Jöreskog’s Rho (ρc) | Cronbach’s Alpha (α) |
---|---|---|---|
Value creation | 0.8091 | 0.8719 | 0.8021 |
Morals | 0.8895 | 0.9229 | 0.8886 |
Scientific data | 0.6316 | 0.8427 | 0.6275 |
Social welfare | 0.689 | 0.8569 | 0.6696 |
Marketing to children | 0.8273 | 0.8958 | 0.8256 |
Construct | Average Variance Extracted (AVE) |
---|---|
Value creation | 0.6318 |
Morals | 0.7497 |
Scientific data | 0.7282 |
Social welfare | 0.7499 |
Marketing to children | 0.7412 |
Construct | Value Creation | Morals | Scientific Data | Social Welfare | Kids as Consumers |
---|---|---|---|---|---|
Value creation | 0.6318 | ||||
Morals | 0.6119 | 0.7497 | |||
Scientific data | 0.5354 | 0.4691 | 0.7282 | ||
Social welfare | 0.5094 | 0.4041 | 0.3171 | 0.7499 | |
Kids as consumers | 0.4649 | 0.6701 | 0.5501 | 0.4294 | 0.7412 |
Effect | Original Coefficient | Mean Value | Standard Error | t-Value | p-Value (2-Sided) |
---|---|---|---|---|---|
Morals → Value creation | 0.4317 | 0.4278 | 0.0829 | 5.2066 | 0.0000 |
Scientific data → Value creation | 0.1703 | 0.1715 | 0.0820 | 2.0766 | 0.0381 |
Social welfare → Value creation | 0.2141 | 0.2082 | 0.0664 | 3.2229 | 0.0013 |
Kids as consumers → Value creation | 0.1974 | 0.2051 | 0.0949 | 2.0809 | 0.0377 |
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Chong, W.K.; Patwa, N. The Value of Integrity: Empowering SMEs with Ethical Marketing Communication. Sustainability 2023, 15, 11673. https://doi.org/10.3390/su151511673
Chong WK, Patwa N. The Value of Integrity: Empowering SMEs with Ethical Marketing Communication. Sustainability. 2023; 15(15):11673. https://doi.org/10.3390/su151511673
Chicago/Turabian StyleChong, Woon Kian, and Nitin Patwa. 2023. "The Value of Integrity: Empowering SMEs with Ethical Marketing Communication" Sustainability 15, no. 15: 11673. https://doi.org/10.3390/su151511673
APA StyleChong, W. K., & Patwa, N. (2023). The Value of Integrity: Empowering SMEs with Ethical Marketing Communication. Sustainability, 15(15), 11673. https://doi.org/10.3390/su151511673