Cognitive computing based ethical principles for improving organisational reputation: A B2B digital marketing perspective

Rajat Kumar Behera*, Pradip Kumar Bala, Nripendra P. Rana, Hatice Kizgin

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Cognitive computing is ushering in the fourth industrial revolution through its promises of improved accuracy, scalability and personalisation. Therefore, business-to-business (B2B) organisations are wavering in the decision for adoption into their digital marketing initiatives. However, embracing moral rules and/or moral judgments in their digital marketing innovation can be challenging, since making mistakes could damage reputations. Therefore, this study applies the ethical principles of cognitive computing in B2B digital marketing business- centric ethical challenges. An integrated theoretical framework grounded on multidisciplinary studies is pro-posed. The primary data were collected from 300 respondents within B2B businesses. The results of this research led to the conclusion that good ethical practices are essential for the improvement of both organisational effectiveness and organisational reputation. Increased organisational reputation delivers a competitive edge in fast-growing marketplaces. B2B businesses need to look for proactive ways to achieve continuous improvement.
Original languageEnglish
Pages (from-to)685-701
Number of pages17
JournalJournal of business research
Volume141
Early online date3 Dec 2021
DOIs
Publication statusE-pub ahead of print/First online - 3 Dec 2021

Keywords

  • Cognitive computing
  • B2B digital marketing
  • Organisational effectiveness Organisational reputation
  • Organisational reputation
  • Ethics

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