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Right information, privacy, permission-based marketing, avoiding disturbance, and relevance of the product are the issues that need attention from marketers. Ethical issues, which are critical to the mobile marketing strategy, have been outlined in this paper, along with their possible impact. A comprehensive review of the marketing ethics has been done, including the industry standards and mapping of both the marketing and mobile-marketing ethics. A mobile marketing framework has been presented to take care of the ethical challenges, considering both the technological and managerial perspectives.<\/jats:p>","DOI":"10.4018\/ijt.2020010103","type":"journal-article","created":{"date-parts":[[2020,7,17]],"date-time":"2020-07-17T15:55:31Z","timestamp":1595001331000},"page":"28-42","source":"Crossref","is-referenced-by-count":10,"title":["A Framework for Ethical Mobile Marketing"],"prefix":"10.4018","volume":"11","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-3349-9437","authenticated-orcid":true,"given":"Saurabh","family":"Mittal","sequence":"first","affiliation":[{"name":"School of Business Studies, Sharda University, Greater Noida, India"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6753-1557","authenticated-orcid":true,"given":"Vikas","family":"Kumar","sequence":"additional","affiliation":[{"name":"Chaudhary Bansi Lal University, Bhiwani, Haryana, India"}]}],"member":"2432","reference":[{"key":"IJT.2020010103-0","doi-asserted-by":"publisher","DOI":"10.1177\/002224298504900204"},{"key":"IJT.2020010103-1","first-page":"30","article-title":"What Advertising Needs a Wake-up Call on Ethics.","author":"J.Aitchison","year":"2002","journal-title":"Media Asia"},{"issue":"3","key":"IJT.2020010103-2","first-page":"78","article-title":"What factors infuence online brand trust: Evidence from online tickets buyers in Malaysia.","volume":"5","author":"S. 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