Creative Marketing and Ethical Responsibility in Shaping Consumer Decisions

In the contemporary business, marketing determines consumer perception, decision, and behavior. The customer purchase processes are enhanced through the formulation, adjustment, and integration of appropriate marketing ethics. Promotion is one of the goals of efficient strategies, emphasizing establishing more emotional and cultural associations. Those who employ a selective strategy can emerge in saturated markets and remain loyal. The design of marketing programs can affect consumer behavior or transform local businesses and society. Marketers should also fulfill their ethical obligation to develop marketing programs that have a lasting impact on society.

Creative strategies in digital and influencer marketing shape consumer choices and online sales. As Migkos et al. (2025) indicate, emotional appeal, visual design, and personalization create a sensation of truthfulness that enhances trust and engagement with a brand. Customers are more willing to shop with a brand perceived as relatable and credible. According to Migkos et al. (2025), influencers leverage their credibility and cultural relevance to instill trust in consumers' decisions. A good strategy is never repeated; it is related to personalization and differentiation, which appeals to consumer identity. Therefore, companies that produce compelling advertisements can achieve greater loyalty and higher sales.

Online marketing and online advertising through digital advertising can influence customers and create a special relationship between the business and society. As Wuisan and Handra (2023) note, it is not difficult to contact people through social media assistance. For example, Coca-Cola imprinted the names of famous individuals on its bottles when it approached cultural resonance, encouraging locally motivated adoption. KFC also attempts to make holiday marketing more personalized by enhancing consumer identity and approaching the community. This is attributed to the fact that specific messages might be cultural, and the community might access them in a way that resonates with them regarding values and traditions. Marketing is not just about making money, but also about interacting with and socializing within a culture.

Even though behavior change can be achieved through sufficient campaigns, companies should ensure that their behaviors are ethical and socially responsible. The socially accountable marketing concept is associated with transparency, inclusiveness, and sustainability throughout all levels of the campaign (Trkulja et al. 2024). Although business enterprises should not give fake audits, they are expected to present verifiable data on the advantages and disadvantages of products. To improve trust, firms need to facilitate and expand communication channels with customers for both positive and negative feedback and all discussions. Moreover, a guarantee of fair and equitable treatment is demonstrated by the extensive diversity in marketing content that demonstrates a commitment to diversity. A responsible company that sells its products responsibly receives a long-term reputation, loyal customers, consumer interaction, and good societal standing.

In conclusion, marketing can significantly impact consumer behavior based on personalization, emotional appeal, and design-based trust. Marketing holds great potential to shape the social and cultural experiences of business and communities, as evidenced by creative engagement. This influence aims to gain clients and corporations through responsible and ethical marketing. Marketing strategies are plans made by firms to promote ethics. The companies will succeed in the competitive markets by bringing innovation and social responsibility together.