Background: Many human behaviors are rooted in ethics, and people with high moral intelligence associate their activities with ethics that increase commitment and improve individual and organizational outcomes and influence customer behavior. On the other hand, social media is a new and important skill for everyone. The purpose of this study is to provide a model to identify the role of social media ethics on consumer behavior in the clothing industry. Method: The present research is qualitative and is among the grounded theory. The research community consists of experts and activists in the clothing industry, from which a sample of 15 people was selected by snowball method. Semi-structured interview tools were used to collect data and the data were analyzed using triple coding method.
Results: Motivational, emotional, social and political factors were selected as classes that formed the basis of the second component of the model (use of social media). The next components of the model of ethics in relation to the customer and Internet advertising were considered as a research strategy.
Conclusion: According to the proposed model, ethics in social media act as independent variables that affect consumer behavior. Therefore, marketers should pay special attention to these elements in selling and marketing products so that they can increase customers' buying desires and while maintaining customers, the company's profitability will also increase