Background: Ethical marketing is more than just a marketing strategy, it is a kind of philosophy that affects all aspects of marketing. In this way, employers seek to promote honesty, fairness and commitment in their advertising. The importance of ethical marketing activities in general and social media ethical marketing in particular play an important role in the business world. Therefore, the present study was formed with the aim of presenting a paradigmatic model of ethical marketing activities of social media with special brand value and customer response.
Method: The present study was a qualitative study conducted with the foundation's data approach. The research community was experts in the field of social media marketing and managers of companies active in the field of marketing and virtual companies in Tehran, 12 of whom were selected as a sample by targeted sampling. Data collection tools have been in-depth interviews. Data analysis was performed in three stages of open, central and selective coding.
Results: The results of the study showed more than 260 initial codes or concepts from the interviews and 53 concepts and 26 categories.
Conclusion: Based on the results of the present study, the paradigm model includes ethical marketing activities of social media (main phenomenon), transparency of existing laws and standards (prevailing context), protection and support (causal conditions), corporate social responsibility (strategies), management-promotional activities. And the factors related to customers (interfering conditions) and brand equity and customer response (consequences).