Objective: Digital marketing creates an ideal environment for unethical activities, particularly through digital marketing channels that raise privacy concerns among organizations and consumers. Therefore, to protect the interests of buyers, emphasis should be placed on overcoming the business-oriented ethical challenges in B2B digital marketing. This study aims to apply cognitive ethical principles to the business-oriented ethical challenges of B2B digital marketing in order to achieve organizational reputation.
Method: The current research is applied in terms of purpose and descriptive-survey in terms of method. The number of sample members in this research is 141 and the statistical sample size according to Cochran's formula was equal to 104 people, the questionnaire was distributed among the members of the technology unit, and after collecting the questionnaires, the data was analyzed using SPSS and Smart pls software were placed.
Results: B2B marketing requires careful consideration of the impact of cognitive computing technology on value creation, including innovation. Although the details of business-oriented ethical standards in B2B digital marketing may vary from person to person, there are core ethical principles that can be incorporated into cognitive computing, while others can be tailored according to their needs.
Conclusions: The results of the research hypotheses test indicate that the ethical principles of cognitive computing in digital marketing, including hope for a goal, fair expectation, disclosure expectation, and governmental expectations have a positive and significant effect on organizational effectiveness. Also, ethical work climate plays a moderating role in the relationship between hope for a goal and organizational effectiveness; However, it does not affect the relationship of other ethical principles of cognitive computing in digital marketing and organizational effectiveness.