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

기업의 소셜네트워크를 통한 비윤리적 바이럴 마케팅에 대한 청소년의 윤리적 판단 연구

  • 조승호 (숭실대학교 글로벌통상학과)
  • Received : 2017.01.09
  • Accepted : 2017.02.26
  • Published : 2017.03.28

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

Acknowledgement

Supported by : 한국연구재단

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