Business Ethics and Consumer Trust in the Social Media Era: A Young Consumer Perspective Analysis

ENGLISH

Abstract

This study explores the impact of business ethics implemented by companies on social media and its influence on the trust of young consumers. As social media platforms become central to business-consumer interactions, issues such as transparency, sustainability, and data privacy have become crucial in shaping consumer perceptions and trust. The research focuses on how ethical practices on social media, such as clear communication about products, fair pricing, and responsible data management, influence the purchasing decisions of young consumers. Using a qualitative approach and NVivo software for thematic analysis, in-depth interviews were conducted with young consumers aged 18 to 30. The findings emphasize the importance of transparency in building trust, with sustainability and privacy protection also playing significant roles. The study highlights the need for companies to adopt transparent and ethical business practices on social media to cultivate long-term trust and loyalty among young consumers.