Ethical Branding and Digital Marketing: Theoretical Connections and Applications on a Case Study

Dimitrios Manoukas (), Aggeliki Sgora () and Ella Overkleeft ()
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Dimitrios Manoukas: Ionian University
Aggeliki Sgora: Ionian University
Ella Overkleeft: Rural Radicals

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 437-446 from Springer

Abstract: Abstract The ethical economy framework values customer co-production, promoting an inclusive, participatory, and sustainable business model. It emphasizes transparency, authenticity, and shared responsibility, engaging customers as partners in shaping ethical practices. This paper explores the role of User Experience (UX) design, servicescapes, influencer marketing, and social media in promoting ethical branding. Using Rural Radicals, a cultural startup, as a case study, it highlights gratitude’s role in cause-related marketing and its impact on consumer behavior. The discussion centers on authenticity, ethical tourism, Community-Based Social Marketing (CBSM) in digital marketing, offering strategies for meaningful connections, value co-creation, and ethical collaboration. Practical recommendations for enhancing ethical branding and fostering emotional connections with audiences are provided.

Keywords: Ethical Branding; Digital Marketing; Customer co-production; Ethical Tourism (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_48

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DOI: 10.1007/978-3-031-81962-9_48

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