Investigating the mediating role of advertisement morality for organisational values and ethics towards television advertisements: the path analysis modelling method

Nitin Zaware, Avinash Pawar, Sarika Zaware and Radha Louis

International Journal of Business Governance and Ethics, 2021, vol. 15, issue 4, 459-476

Abstract: Today, even in the digital era, television advertisements are becoming more intensive and play a crucial role in the sale of products and services. Advertisement is the process of communicating the influencing message to potential customers. This paper analyses the mediating role of advertisement morality with the variables of organisational values, socially responsible approach, customer feelings, customer commitments and customer recommendations in the Indian business environment. The primary data was composed utilising a structured questionnaire from samples of 445 respondents and deliberated the analysis with the framework of the study, assessment of normality, path analysis and mediation analysis for the study. The outcome of this paper signifies the association of importance of advertisement morality, ethical advertising and customer intentions as well as advertisement morality and gender. This study can help the organisations to design the policies, good internal codes and strategies of advertisements for the success of the business.

Keywords: ethics in advertisement; advertisement morality; television advertisement; media communication management; brand commitment; socially responsible consumer; organisational values; moral consumerism; Indian advertisements; customer feelings; customer commitment; customer recommendations. (search for similar items in EconPapers)
Date: 2021
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