How Education Shapes Ethics in Network Marketing
The Role of Identity and Training
Bibliographic Data
| ID | 16913049 |
|---|---|
| Authors | Yixia Lü (0000-0002-4658-2291, Chengdu University of Technology), Yani Dong (0000-0001-6191-1017, Chengdu University of Technology, corresponding author), Haiyan Guo (0000-0001-6067-1445, Sichuan University), Hao Xu (0000-0002-6507-4436, Chengdu University of Technology) |
| Year | 2024 |
| Volume | 14 |
| Issue | 2 |
| Publication date | 2024-04-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/21582440241258061 |
| OpenAlex | W4399575953 |
| Language | EN |
| References cited | 35 |
Network marketing’s growth is plagued by ethical concerns, emphasizing the importance of implementing training programs that prioritize integrity. This study aims to analyze how different forms of network marketing training play a role in shaping the marketing ethics of trainees with different identities. It examines how network marketing training shapes ethical proneness of the trainees. Differences in trainee identity (college students vs. incumbent marketers) and training form (college course vs. online training) are also explored. Structural equation model (SEM) is established amongst adaptability, class cooperation, motivation, self-efficacy, and ethical proneness. Through textual analysis, questionnaires, and sim-structural interview, this research conducts three studies to empirically analyze the relationship between factors of marketing training and ethical proneness. It explores the influencing mechanisms of network marketing training on marketing ethics. The relationship between network marketing training and ethical propensity is partially confirmed. The shaping mechanism of marketing ethics is different under different trainee identities and training forms. Positive learning motivation and self-efficacy do not constantly improve trainees’ marketing ethics. Informal online training plays a more significant role in shaping market ethics than college courses in network marketing. Lastly, college students are less likely to have their marketing ethics shaped by training than in-job marketers
Adaptability · Business · Business ethics · Economics · Engineering ethics · Management · Marketing ethics · Medical education · Political science · Professional ethics · Public relations · Structural equation modeling · Computer Science · Corporate Identity and Reputation · Engineering · Ethics in Business and Education · Medicine · Psychology · Psychology of Moral and Emotional Judgment · Marketing
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| Highly cited | No |
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