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

• DOI: 10.1016/j.jbusres.2021.11.070
• Publication Date: 2021-12-03T14:51:26Z
• Authors: Rajat Kumar Behera; Pradip Kumar Bala; Nripendra P. Rana; Hatice Kizgin
• Keywords: Ethics; 2023 OA procedure; 0502 economics and business; 05 social sciences; Organisational effectiveness Organisational reputation; and Infrastructure; Organisational effectiveness; Organisational reputation; Innovation; SDG 9 - Industry; Cognitive computing; B2B digital marketing

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.