The ethical concerns associated with big data and artificial intelligence (AI) use for segmentation, targeting, and positioning strategies in large and small organizations
Kelsey Metz, Joy Williams, April Anderson · The Journal of Marketing Theory and Practice · 2025
This research synthesizes existing literature to detail the data-oriented ethical concerns specific to segmentation, targeting, and positioning (STP) in marketing. It also examines the challenges associated with these ethical concerns within the context of organizational size. A framework for defining STP-based ethical challenges by organizational size is presented to outline the interplay between organizational size, STP marketing strategies, and the ethical implications of data-driven practices. Finally, grounded in the Theory of Reasoned Action (TRA) and normative ethics theories, the research identifies strategies that large and small organizations can utilize to ensure ethical compliance and continued competitiveness in the broader market.