Ethical Issues in Internet Usage

This document discusses the ethical issues in internet usage and their impact on organizations. It covers topics such as privacy, security, third parties, and copyright issues. The document also explores how these issues affect Next and its digital marketing campaign.

DIGITAL MARKETING
STRATEGY

TABLE OF CONTENTS
MAIN BODY...................................................................................................................................3
Task 1...............................................................................................................................................3
Task 2...............................................................................................................................................4
Task 3...............................................................................................................................................7
Task 4...............................................................................................................................................9
REFERENCES..............................................................................................................................12

MAIN BODY
Task 1
Ethical issues in internet usage
Utilitarian theory of ethics
This theory basically addresses the actions which maximizes the happiness as well as
well-being of the people and represents ethics in the work. In short, it is basically the theory
which advocates that all the actions as well as activities which leads to the happiness and
pleasure of the entire population are ethical and thus are for the betterment of the society
(Berman, 2016). According to this theory, all the cations which somewhere harms the society
and thus makes them unhappy are not under ethical consideration. Thus, the main aim of this
ethical theory is to improve the economic, social as well as political conditions and improve the
life of society. There are basically three ethical and legal which pertains to the usage of internet
by the organizations.
Privacy and transparency
This is one of the significant ethical issues which the organizations face while conducting
their marketing activities. The organizations commonly encounter the theft of the valuable
information about their company as well as about their consumers and thus this issue has become
a buzz in market when it comes to the internet usage. This is the main problem which Next faces.
While marketing the products and services and sending the messages and emails to the
consumers, the hackers can easily steal the confidential information by incorporating trojans or
viruses in the system (Rani and Rani, 2017). Due to the rise of technology and internet, the
privacy of customers have been compromised. In addition to the criminals, competitors can
incorporate various viruses as well as can make use of FTP sharing suites for getting the personal
information of customers and well as company. When customers make online transaction for
purchasing the products, stealer can hinder this transaction and hence can gather the confidential
information like credit card details. Therefore, this issue has become a buzz on the internet usage
for organizations like Next.
Security
This is the another ethical issue which most of the organizations faces and thus lead to the
compromise of the security of their employees and customers. This issue mainly arise when the

activities of the employees in Next are continuously monitored and tracked by the hackers and
criminals. While using the internet at the workplace of Next for communicating with the
customers, criminals normally can access the security camera or install the malware in the
system through which all the interaction can be heard thus this leads to lack of security of
employees as well as customers (Alford and Page, 2015). Cloud computing is the software which
every organization uses to store the information of their employees thus this become the prime
factor through which the criminals can monitor the activities of employees. If the there no strict
security methods installed in the cloud computing software then hackers can access this software
as these are not SSL protected and thus can gather the personal information of employees.
Third parties
This is another ethical issue which the organizations face on the wide platform while
promoting their products ans services through electronic media. Most of the organizations like
Next which are not much tech savvy while making the consumers aware of their products and
services faces this issue. This results in their privacy concern. The third party may easily install
the virus on the computer system and thus can steal the information about employees and
consumers by targeting their website (Saura, Palos-Sánchez and Cerdá Suárez, 2017). This has
thus become the most important issues for the organizations like Next which deals with third
parties for promoting their products and services. Due to less advanced technology in
organization, Next can be the prey for third parties where third parties can install trojans and
malware in their system and thus can hinder the privacy of the entire company.
Copyright as well as piracy
The issue of piracy as well as copyright has become of the major ethical issues while
talking of the internet usage for the organization. This has also impacted the Next in a most
influential way. Hackers can easily make the digital copies and thus these copies will be posted
on the internet wand can accessed by everyone (Vieira and et.al.,2019). This is basically the
illegal violation of copyright and patent. The criminal can easily steal the copyright and patent of
the company like Next and thus can make similar products. This is the most significant issue
which Next should consider as it can harm its intellectual property.

Task 2
Introduction
Digital marketing campaigns is basically the communication strategy which the
organizations use in order to advertise their products ans services among wider audience and to
attract the target customers. Digital philosophy is predominantly the direction in philosophy as
well as cosmology which has replaced the most fundamental as well as renowned level by
automata theory.
Impact of economical, social and technological factors on business
Economic factors
The various economic factors like employment rate, exchange rate etc have a big impact
on Next and thus impact their overall performance.
Negative impact- Since the emergence of Brexit and the termination if UK from European union
has eventually increased the rate of unemployment within the country which has impacted Next
in a negative way (Kingsnorth, 2019). Due to high unemployment, the Next is unable to find the
talented employees for their company and thus are depending on the various other for
outsourcing the employees. The lack of skilled and potent employees has impacted the digital
marketing campaign in negative way as skilled employees are not able to make this campaign a
success.Due to the decreasing employment rate, the disposable income of the consumers on
various software products have eventually reduced which has also affected Digital marketing
campaign and Next in a negative as their sales and revenue ratio has decreased.
Positive impact- Due to the impact of Brexit, the interest rates of the banks and financial
institution has eventually raised in UK which has impacted the company in a more positive way.
Due to the decreases in interest rate, Next are able to borrow the funds at much low cost which
eventually has helped them to save lot of money (Kannan, 2017). Because of the lower interest
rate, the operational cost of company has also saves and thus they are able to take the loans from
banks at much lower rate.
Social factors
Various social factors like the lifestyle, population growth rate, consumer needs and
trends, education level etc have impacted Next in both positive as well as negative way.
Negative effect- Due to the high unemployment rate in the country, the spending of the
consumers on various products has eventually reduced. Due to the less spending, consumers are

not able to become familiar with the products of Next and are not able to maintain the emotional
attachment with products. This has decreased the sales of the company and thus have lead to the
reduction in the revenue ratio. Besides this, the age distribution in the country has resulted in the
drastic change and there has been now an increase in the old aged people rather than youngsters
(Patrutiu-Baltes, 2016). This has affected the company in a negative way.
Positive effect- Because of the changing consumer trends regarding technology, there has been a
flow of great advancement in the country. There has been a change in the lifestyle and attitude of
the consumers regarding technology. Because of the increasing focus of the consumers on
technological products, the digital marketing campaign can benefit in a great way (Taiminen and
Karjaluoto, 2015). The rise in the education level of people have compelled them to try
innovative products and thus utilize them in daily life, This will impact Digital marketing
campaigns of Next in positive way.
Technological factors
The various technological factors like automation, increasing awareness of the consumers
for innovation and digital technology, research and development will impact the digital
marketing campaign bought about by Next in a great way.
Negative impact- The less investment of the company in research and development of the digital
marketing campaign will affect this campaign in a negative way. Thus, less investment in R & D
means less spending of the money in innovating products and differentiating them. This will
drive the profit of business down and thus will not make the company a great success (Vieira and
et.al.,2019). Besides this, the growing demand of the people for smartphones as well as tables
thus will reduce the demand of computers in Next and thus will affect its profitability ratio.
Positive impact- The use of the unique and different technology in the campaign will ultimately
lead this campaign to generate more and more revenues for the company and will also entice
more and more customers across the world. Along with this, the use of social media marketing
and its tools have become more popular thus the use of these tools like marketing automation,
video marketing will help the company to grab the attention of customers towards this campaign.
Conclusion
It has been summarized that the various factors like economic,social,technological
impacts the organization in both positive and negative way. While on one hand, due to the high
employment rate in country makes it difficult for the organization to hire skilled employees on

the other hand, due to more focus of consumers on innovative and technological products
impacts the organization in positive way.
Next app will help the company to achieve success and will assist in making the digital
marketing campaign successful. Through the app, company will be able to track and monitor the
customers which will helps them to promote their products and services. As the customers have
become technology-oriented thus this app will make the campaign effective due to increase in
number of customers visiting app.
Task 3
Benefits and disadvantages of social media
Introduction
Social media is the collective of online communications channels dedicated to social
community, interaction, collaboration and sharing-content. Websites and applications/apps that
enable users to create and share content or to participate and involve in social networking world.
In businesses or firms, social media very useful in market products, market research, promote
brands, connect or interact with customers. Social media providing current market analytical data
to businesses to making business decisions (Zaveri and Amin, 2019).
There are many types of social media, like; Social review sites, Image sharing sites,
Video hosting or sharing sites, Community blogs, Discussion sites etc.
Benefits of social media
Easy Communication : Social media provide easy communication tool to Next for listen
customers problems. With the help of social media, now customers can easily contact Next
customer care service. Next also able to receive customers reviews, needs and responds through
social media. Social media also providing poll facility to know customers choices deeply.
Feedback of Customer : Next able to provide feedback facility to customers through social
media. It is very necessary to know our customer for any business. With the help of social media
Next easily provide feedback form to customers and know their opinions, reviews and problems.
In the business language, customer is the king of market (Taiminen and Karjaluoto, 2015). Next
needs to satisfy their customers in any condition, and this feedback form is one step towards
customers satisfaction.
Increase Brand Value : Next can easily improve her brand value and goodwill with the help of
social media. Social media provide very useful and productive platform to talk about important

needs of customers. Next able to talk about what's most important to the own brand and its
customers. Through social media, tell Next's great brand journey to world. Show company's
achievements to people and gain more and more brand value (Baker and Hart, 2016).
Easy Marketing Facility : Currently, social media marketing is very productive for any
business. We know the power of social media. Now many or many people comes on social
media. Many businesses starting advertisement on social media because it is very cheap and
productive. Next also able to show their ads on this platform, because the large amount of
population use it daily (Zaveri and Amin, 2019). Now it is easy to spread brand information in
the world, with the help of Social Media. Etc.
Disadvantages of social media
Although social media affects the business in positive way but it also has some
disadvantages which somewhat hinders the operation of organization and thus lead to their
negative publicity (Alford and Page, 2015).
Negative feedback
The social media allows the users to share their personal experience whether it is good or
bad and thus sometimes becomes disadvantageous for the company. When the people had bad
experience with the company or its products then they post negative comment on social media
like Facebook, Instagram (Baltes, 2015).
Privacy as well as security
This is the another disadvantage of social media and thus also an ethical issue which
addresses the use of social media. Due to growth of technology, there has been compromise with
the privacy of customers. Hackers can easily steal the valuable information of the customers as
well as company by installing Trojans, malware etc. For example- As the customers make online
transaction with next, hackers can easily steal the information of customers of Next like credit
card details.
Needs investment
The social media helps the organizations to design creative content but at the cost of
some money. The major disadvantage of social media is that it requires some investment and
thus is not free. Some services of social media is not free and the organizations need to pay for
using its tools.For example- for advertising the digital marketing campaign on various sites like
Facebook, twitter, Next would have to subscribe to some paid plans in order to gain attention of

the customers which would sometimes be complicated for them due to lack of fund (Chaffey and
Ellis-Chadwick, 2019).
Conclusion
It has been summarized that the social media plays a great role in business and thus helps
the company to attract more and more customers and advertise the products on large platform.
But on the other end of spectrum, it also requires a large amount of money for hiring the
qualified professionals as well as requires time to design innovative content which impacts the
organization in negative way (Järvinen and Karjaluoto, 2015).
Task 4
Introduction
Social web is basically the series of interconnected system, process and methods which
allows the human beings to interact with each other and thus establish social relations. This also
includes various new technologies like cloud computing, IOT, data analytic through which the
humans are able to interact with each other. This generally encompasses the various websites as
well as software which eventually supports the social interaction among people (Ryan, 2016).
Positive impact of social web
Increases brand awareness
Through the use of social web, the companies are able to interact with their consumers
and thus are able to market their products and services on social media platform. Through the use
of various social media websites, Next is abler to connect with wide range of people and thus
advertises their products and services (Key and Czaplewski, 2017). This eventually helps the
company to build brand awareness among the minds of the consumers and thus also helps in
brand recognition. Besides this, through the use of cloud computing company is able to store the
data and information of their valuable customers which eventually helps them to reach the
customers and market the products. This has a positive impact on the company as through this
they can easily attract more and more customers and can establish position in market. For
example because of cloud computing customers are able to provide the feedback on the service
quality of the Next products and this helps them to improve their products where needed.
Competitive advantage
The social web also helps the organization to achieve competitive advantage and also
helps them to survive in this cut-throat competition. The various e-commerce platforms and

websites helps to build brand loyalty among the consumer and enlarge the customer base.
Through the helps of social web, company is able to improve the quality of their staff and
increase their productivity. Through the various social web tools like IOT management of Next
is able to communicate with their employees on regular basis which eventually increases their
motivation level and thus enhances their overall performance. Like Cloud computing serve as the
big data and handle the large amount of information of company. Through the use of cloud
computing, the employees can easily access various information stored and thus can collaborate
with their colleagues in real-time (Baker and Hart, 2016). This collaboration eventually increases
their commitment towards work, and they work harder to gain competitive advantage. For
example- The social web will enable the employees of Next to interact with each other and thus
will reduce their workload. This will increase their efficiency and thus better employees means
better name of the brand.
Boost sales and generate leads
The social web is the most powerful tool which helps the organizations to generate leads
and thus boost up their sales. Through the various e-commerce websites and platforms, company
is able to send personalized messages to their customers regarding the launching of new product,
offers, cashback etc which eventually helps to generate leads and increase sales (Kannan, 2017).
For example- While starting the new digital marketing campaign, Social web tools and websites
will help Next to make the audience aware of campaign and thus attracts them.
Negative impact of social web
Chance of Confidential Information Disclosure : It is not always easy to protect company's
internal or private information in this digital world (Alford and Page, 2015). If once Next may
accidentally or by mistake share a post which contains private or confidential business
information, then it is too late to clear it, because people on social media at a time save
company's mistake. There are no single chance to recover it. Many companies already faced this
type condition. So, Next needs to be so much careful about social media while using it.
Reduce Physical Communication : The another negative impact of social web is, It is reducing
company's physical communication with anyone. That time when social media is not in trend,
companies believes in face to face or physical communication. In the business form
communication is the way of mutual understanding, smooth cooperation and better connectivity.
In the physical communication we can easily guide our employee or low level management than

social web communication (Mekonnen, 2018). Next needs to establish face to face
communication environment. We know social web communication is also necessary but at the
certain level.
Conclusion
It has been summarized that social web is platform through which people and
organizations are able to interact with each other on real-time basis. The various websites and
platforms in social web impacts the organizations in positive as well as negative way. While on
the one hand, it helps companies to boost sales and attract customer on the other hand, due to this
social web sometimes the privacy of company and customers are compromised.

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