Evaluation of digital ethics in corporate social responsibility advertising campaigns

Abstract

Digital ethics in advertising campaigns strengthens the trust and loyalty of consumers, who value the authenticity and transparency of brands, aligning with Corporate Social Responsibility (CSR) principles. The objective was to analyze the impact of digital ethics in CSR advertising campaigns and how this influences consumer perception and behavior in the smartphone credit sales sector through the PayJoy platform. A mixed methodology was used, with quantitative surveys to identify trends in the perception of digital ethics in CSR campaigns. The results reflected that a significant majority attach high importance to digital ethics, especially in transparency in the handling of personal data, which affects their perception of the company and their willingness to buy. A 91.43% consider that transparency positively influences their trust towards the brand. The research concludes that ethics in the communication of CSR campaigns not only improves corporate image, but also has a positive impact on purchasing decisions and customer loyalty.