Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine

Najwan Ibrahim Jadallah

doi:doi:10.11648/j.ss.20251403.14

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Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine

Najwan Ibrahim Jadallah^*

Published in Social Sciences (Volume 14, Issue 3)

Received: 7 April 2025 Accepted: 21 April 2025 Published: 22 May 2025

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Abstract

This study critically explores the ethical dimensions of Artificial Intelligence (AI) in digital marketing, with a particular emphasis on AI accountability and fairness among online consumers in Palestine. Employing a quantitative research design, the study utilizes Structural Equation Modeling (SEM) to analyze data collected from 385 participants. The primary aim is to examine how AI-driven marketing strategies shape perceptions of fairness, with accountability acting as a mediating variable. The results demonstrate that AI accountability significantly mediates the relationship between AI-generated marketing content and consumer perceptions of fairness, highlighting the critical role of accountability in promoting ethical AI practices. This research underscores the pressing need for transparency in AI systems, as well as the importance of mitigating algorithmic biases that may adversely affect consumer experiences. The findings offer actionable insights for businesses and policymakers, advocating for the development of comprehensive regulatory frameworks that ensure the ethical application of AI technologies in marketing while fostering consumer trust. By contributing to the ongoing discourse on AI ethics, this study provides a robust foundation for understanding the complex interplay between AI technologies, fairness, and accountability in digital marketing. These insights are particularly pertinent to industries leveraging AI for content creation, as they navigate the ethical challenges associated with consumer engagement in an increasingly digitalized environment.

Published in	Social Sciences (Volume 14, Issue 3)
DOI	10.11648/j.ss.20251403.14
Page(s)	220-232
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2025. Published by Science Publishing Group

Keywords

Artificial Intelligence, Digital Marketing, AI Accountability, AI Fairness, Ethical Marketing

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APA Style

Jadallah, N. I. (2025). Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine. Social Sciences, 14(3), 220-232. https://doi.org/10.11648/j.ss.20251403.14

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ACS Style

Jadallah, N. I. Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine. Soc. Sci. 2025, 14(3), 220-232. doi: 10.11648/j.ss.20251403.14

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AMA Style

Jadallah NI. Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine. Soc Sci. 2025;14(3):220-232. doi: 10.11648/j.ss.20251403.14

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@article{10.11648/j.ss.20251403.14,
  author = {Najwan Ibrahim Jadallah},
  title = {Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine
},
  journal = {Social Sciences},
  volume = {14},
  number = {3},
  pages = {220-232},
  doi = {10.11648/j.ss.20251403.14},
  url = {https://doi.org/10.11648/j.ss.20251403.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ss.20251403.14},
  abstract = {This study critically explores the ethical dimensions of Artificial Intelligence (AI) in digital marketing, with a particular emphasis on AI accountability and fairness among online consumers in Palestine. Employing a quantitative research design, the study utilizes Structural Equation Modeling (SEM) to analyze data collected from 385 participants. The primary aim is to examine how AI-driven marketing strategies shape perceptions of fairness, with accountability acting as a mediating variable. The results demonstrate that AI accountability significantly mediates the relationship between AI-generated marketing content and consumer perceptions of fairness, highlighting the critical role of accountability in promoting ethical AI practices. This research underscores the pressing need for transparency in AI systems, as well as the importance of mitigating algorithmic biases that may adversely affect consumer experiences. The findings offer actionable insights for businesses and policymakers, advocating for the development of comprehensive regulatory frameworks that ensure the ethical application of AI technologies in marketing while fostering consumer trust. By contributing to the ongoing discourse on AI ethics, this study provides a robust foundation for understanding the complex interplay between AI technologies, fairness, and accountability in digital marketing. These insights are particularly pertinent to industries leveraging AI for content creation, as they navigate the ethical challenges associated with consumer engagement in an increasingly digitalized environment.
},
 year = {2025}
}

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TY  - JOUR
T1  - Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine

AU  - Najwan Ibrahim Jadallah
Y1  - 2025/05/22
PY  - 2025
N1  - https://doi.org/10.11648/j.ss.20251403.14
DO  - 10.11648/j.ss.20251403.14
T2  - Social Sciences
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JO  - Social Sciences
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EP  - 232
PB  - Science Publishing Group
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UR  - https://doi.org/10.11648/j.ss.20251403.14
AB  - This study critically explores the ethical dimensions of Artificial Intelligence (AI) in digital marketing, with a particular emphasis on AI accountability and fairness among online consumers in Palestine. Employing a quantitative research design, the study utilizes Structural Equation Modeling (SEM) to analyze data collected from 385 participants. The primary aim is to examine how AI-driven marketing strategies shape perceptions of fairness, with accountability acting as a mediating variable. The results demonstrate that AI accountability significantly mediates the relationship between AI-generated marketing content and consumer perceptions of fairness, highlighting the critical role of accountability in promoting ethical AI practices. This research underscores the pressing need for transparency in AI systems, as well as the importance of mitigating algorithmic biases that may adversely affect consumer experiences. The findings offer actionable insights for businesses and policymakers, advocating for the development of comprehensive regulatory frameworks that ensure the ethical application of AI technologies in marketing while fostering consumer trust. By contributing to the ongoing discourse on AI ethics, this study provides a robust foundation for understanding the complex interplay between AI technologies, fairness, and accountability in digital marketing. These insights are particularly pertinent to industries leveraging AI for content creation, as they navigate the ethical challenges associated with consumer engagement in an increasingly digitalized environment.

VL  - 14
IS  - 3
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Author Information

Najwan Ibrahim Jadallah

Department of Computerized Banking and Financial Science, Palestine Technical University, Ramallah, Palestine

Contact Email

http://orcid.org/0000-0003-3658-846X

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Plain Text BibTeX RIS

APA Style

Jadallah, N. I. (2025). Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine. Social Sciences, 14(3), 220-232. https://doi.org/10.11648/j.ss.20251403.14

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ACS Style

Jadallah, N. I. Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine. Soc. Sci. 2025, 14(3), 220-232. doi: 10.11648/j.ss.20251403.14

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AMA Style

Jadallah NI. Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine. Soc Sci. 2025;14(3):220-232. doi: 10.11648/j.ss.20251403.14

Copy | Download

@article{10.11648/j.ss.20251403.14,
  author = {Najwan Ibrahim Jadallah},
  title = {Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine
},
  journal = {Social Sciences},
  volume = {14},
  number = {3},
  pages = {220-232},
  doi = {10.11648/j.ss.20251403.14},
  url = {https://doi.org/10.11648/j.ss.20251403.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ss.20251403.14},
  abstract = {This study critically explores the ethical dimensions of Artificial Intelligence (AI) in digital marketing, with a particular emphasis on AI accountability and fairness among online consumers in Palestine. Employing a quantitative research design, the study utilizes Structural Equation Modeling (SEM) to analyze data collected from 385 participants. The primary aim is to examine how AI-driven marketing strategies shape perceptions of fairness, with accountability acting as a mediating variable. The results demonstrate that AI accountability significantly mediates the relationship between AI-generated marketing content and consumer perceptions of fairness, highlighting the critical role of accountability in promoting ethical AI practices. This research underscores the pressing need for transparency in AI systems, as well as the importance of mitigating algorithmic biases that may adversely affect consumer experiences. The findings offer actionable insights for businesses and policymakers, advocating for the development of comprehensive regulatory frameworks that ensure the ethical application of AI technologies in marketing while fostering consumer trust. By contributing to the ongoing discourse on AI ethics, this study provides a robust foundation for understanding the complex interplay between AI technologies, fairness, and accountability in digital marketing. These insights are particularly pertinent to industries leveraging AI for content creation, as they navigate the ethical challenges associated with consumer engagement in an increasingly digitalized environment.
},
 year = {2025}
}

Copy | Download

TY  - JOUR
T1  - Unveiling AI Ethics in Digital Marketing: A Study on Accountability and Fairness among Social Media Users in Palestine

AU  - Najwan Ibrahim Jadallah
Y1  - 2025/05/22
PY  - 2025
N1  - https://doi.org/10.11648/j.ss.20251403.14
DO  - 10.11648/j.ss.20251403.14
T2  - Social Sciences
JF  - Social Sciences
JO  - Social Sciences
SP  - 220
EP  - 232
PB  - Science Publishing Group
SN  - 2326-988X
UR  - https://doi.org/10.11648/j.ss.20251403.14
AB  - This study critically explores the ethical dimensions of Artificial Intelligence (AI) in digital marketing, with a particular emphasis on AI accountability and fairness among online consumers in Palestine. Employing a quantitative research design, the study utilizes Structural Equation Modeling (SEM) to analyze data collected from 385 participants. The primary aim is to examine how AI-driven marketing strategies shape perceptions of fairness, with accountability acting as a mediating variable. The results demonstrate that AI accountability significantly mediates the relationship between AI-generated marketing content and consumer perceptions of fairness, highlighting the critical role of accountability in promoting ethical AI practices. This research underscores the pressing need for transparency in AI systems, as well as the importance of mitigating algorithmic biases that may adversely affect consumer experiences. The findings offer actionable insights for businesses and policymakers, advocating for the development of comprehensive regulatory frameworks that ensure the ethical application of AI technologies in marketing while fostering consumer trust. By contributing to the ongoing discourse on AI ethics, this study provides a robust foundation for understanding the complex interplay between AI technologies, fairness, and accountability in digital marketing. These insights are particularly pertinent to industries leveraging AI for content creation, as they navigate the ethical challenges associated with consumer engagement in an increasingly digitalized environment.

VL  - 14
IS  - 3
ER  -

Copy | Download