Understanding the roles of integrity in ethical social media marketing practices among franchise businesses in Malaysia
DOI:
https://doi.org/10.15282/jgi.9.1.2026.11516Keywords:
Social media marketing, Ethical marketing, Ethical social media, Integrity, Franchise businessesAbstract
This study explores how integrity influences ethical social media marketing strategies among Malaysian franchise businesses. Using a qualitative research design, data were gathered through semi-structured interviews with representatives from six franchise companies selected via purposive sampling to capture diverse insights. Thematic analysis revealed four key dimensions where integrity significantly shapes ethical marketing conduct: brand credibility, cultural and contextual alignment, customer relationship management, and consumer privacy protection. The findings show that integrity, expressed through transparency, honesty, and responsibility, builds brand trust, sustains consumer loyalty, and supports culturally appropriate communication. Furthermore, upholding integrity in consumer data protection strengthens organisational reputation in the digital realm. Ultimately, the study indicates that integrity serves as both a moral foundation and a strategic driver for long-term ethical marketing, offering valuable implications for franchise organisations seeking to align digital engagement with responsible, trustworthy branding.
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