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Ethical factors affecting the effectiveness of social media advertising in the context of B2B marketing in Iraq
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Ameer Abbas Faris Hasnawi1   , Hossein Rahimi Kolour *2 , Bahman KHodapanah3 , Mohammad Bashokouh Ajirlou3 |
1- Ph.D. Student, Department of Business Management, Faculty of Social Science, Mohaghegh Ardabili University, Ardabil, Iran
2- Department of Business Management, Faculty of Social Science, Mohaghegh Ardabili University, Ardabil, Iran , hrk6809@gmail.com
3- Department of Business Management, Faculty of Social Science, Mohaghegh Ardabili University, Ardabil, Iran |
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Abstract: (4 Views) |
Background: Given the widespread use of digital media in business interactions and the growing importance of social networks in inter-organizational communications, this study attempted to examine the ethical factors influencing (trust in the brand, prioritization of data privacy on the platform, respect for the dignity of the audience, and transparency and integrity of information shared on social media platforms) on the effectiveness of social media advertising in the context of B2B marketing in Iraq.
Method: The approach of this study is quantitative, applied, and descriptive-correlational. The statistical population includes managers, marketing experts, and organizational decision-makers in companies active in the industrial, service, and commercial sectors of Iraq who are involved in inter-organizational marketing or sales activities and have sufficient experience or familiarity with social media advertising. Sampling was carried out as purposive sampling, considering the nature of access to organizations and the geographical dispersion of companies, and 300 people were selected as the research sample. A questionnaire was used to collect data. Descriptive statistics and inferential statistics (confirmatory factor analysis (CFA) and structural equation modeling (SEM)) were used in Smart PLS or AMOS software.
Results: The findings of the study showed that social media advertising has a positive and significant effect on brand trust. It was also found that respect for audience dignity and priority for data privacy on the platform and transparency and integrity of information shared on social media platforms all three significantly enhance brand equity. On the other hand, brand equity will also have a positive and relatively strong effect on organizational purchase intention.
Conclusion: Based on the results, it can be said that the effectiveness of social media advertising in the Iraqi B2B market depends, more than on mere presence in these media, on paying attention to the ethical dimensions and the quality and credibility of the advertising content, the level of trust created in the organizational audience, and the brand's ability to convert this trust into perceived value.
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| Keywords: Social Media Advertising, Ethics, Trust, Privacy, Transparency |
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Full-Text [PDF 750 kb]
(5 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2026/04/3 | Accepted: 2026/05/30 | Published: 2026/09/1
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