Ethical issues involved in the use of social media in E-Commerce and how to address

Ethical issues involved in the use of social media in E-Commerce and how to address
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ETHICAL ISSUES INVOLVED IN THE USE OF SOCIAL MEDIA IN E-COMMERCE AND HOW TO ADDRESS
Security Concerns and Identity Theft
The popularity and reputation of social networking sites has been mounting at astounding levels (Dinerman, 2011). As a result of the high capacity of personal information that is normally displayed on social media, one is able to make additional estimations regarding a user, for instance, the individual’s social security number, which can be utilized as an element of identity theft (Gross & Acquisti, 2005). In some social sites, such as Facebook, a number of groups have recommended that users avoid displaying their birthdays, or hide them from their Facebook ‘friends’ that are not personally known.
According to MSNBC (2011), there are some cases where a number of users have had their photographs stolen from these sites, with the intention of aiding in identity theft. Nevertheless, little evidence is available that shows that a good number social networking sites’ users are taking any full actions to shield themselves from this kind of theft. As a result, there has been development of procedures and policies to protect consumers from identify theft by using PIN numbers, firewalls and encryption systems.
Credibility, Trust and Honesty
Since marketers want to deal directly with consumers in a private and social environment, they have been desperate to advertise using social media (Boyd & Ellison, 2007). The best way that marketers can gain credibility is by teaching, and not selling. By doing this, consumers will not only understand something better, but will also learn something they didn't recognize; hence, they will consult him when they require additional help. Consequently, he becomes an expert, as well as builds consumer trust. When employing different strategies, marketers should not accept stereotyping. They should create media content for varied audience, and be cautious when depicting minority/ethnic groups.
Marketing Ethics should fairly apply the models of mutual respect and moral responsibility, as well as considering consumer behavior. Since marketing and advertising are influential and powerful tools, they should persuade consumers to make positive acquisitions by changing attitudes that encourage and support ethical behavior. The utilization of social networking sites is a motivating factor that defines a routine; a shared effort happening to remedy present ethical issues.
Privacy and Sharing Private Information without Consent
With the creation and escalating popularity of social media like Facebook, Bebo, LinkedIn, Twitter and MySpace, consumer privacy issues and sharing consumer private information without their informed approval, have grown to be much publicized and controversial. Consumers have been asked to provide...