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EMAC 2020 Annual Conference

Ethical Perceptions of Social Marketing Campaigns in the Middle East: An Empirical Study of Demographics Differences

Published: May 27, 2020


Dunia Harajli, Lebanese American University; Hiba Naccache, Lebanese American University


social marketing campaigns; ethical perception; higher education


Researchers on ethics emphasize a difference between student's ethical perceptions. This paper examines the socio-demographic factors influencing ethical perceptions of social marketing campaigns. It examines the ethical perceptions of 550 business/social science students who watched two videos and answered a 16-item questionnaire. Researchers conducted a statistical analysis on the internal content/external validity and reliability which reveal high validity and reliability of the questionnaire. The results show that there is a significant difference in ethical perceptions based on the demographic factors. Social marketing campaigns are found to influence students who are religious, of social science majors, female, relatively older and in a public university. Therefore, social marketing campaigns should be constructed according to Middle Eastern demographics and business students should be directed more towards ethics.