Background: Today, mobile commerce is growing at a high rate. Considering the capabilities of mobile commerce, the study of ethical and social factors affecting users based on the acceptance of mobile commerce has been significantly considered by researchers and the business community. The purpose of this study is to analyze the ethical and social factors affecting digital marketing in the field of online service startups.
Method: The present study was qualitative, exploratory and survey. The statistical population was experts in the field of e-commerce and aware of digital marketing issues, 10 of whom were selected as the sample until the theoretical saturation by snowball method. The data collection tool was an in-depth structured interview and finally the data were analyzed by coding method.
Results: Based on the analysis of experts, 27 identification concepts, of which 8 were secondary codes and finally were located in 2 axial codes.
Conclusion: According to the results of ethical and social factors affecting the marketing of digital marketing model in the field of online service startups are: social habits, social impact and participation (social factors), usefulness, justice, security, acceptance, attention to customer perspective (Ethical factors).