Ethics in marketing on streaming platforms and their influence on Consumer perception [Ética en marketing en plataformas de streaming y su influencia en la percepción del consumidor]
DOI:
https://doi.org/10.62574/rmpi.v6iespecial.486Keywords:
ethics, data protection, access to informationAbstract
The growth of streaming has driven new dynamics in digital consumption, where responsible data use directly influences user confidence. The objective of this study was to examine the impact of ethical marketing practices on streaming platforms on consumer perception and confidence. A quantitative methodology was applied through surveys of users of streaming platform services, complemented by descriptive analysis and interpretation of digital behaviour trends. The results show that clarity in advertising, protection of personal data, and honesty in offers are the factors that most strengthen the intention to subscribe. It is observed that digital infrastructure facilitates access, but the final decision depends on perceived ethics. Ethical marketing practices are a key determinant in generating trust, loyalty, and effective conversion among users of streaming platforms.
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