Nicoleta Dospinescu – Department of Marketing & Management, Faculty of Economics and Business, Administration, University
Alexandru Ioan Cuza, Iasi, Romania




3rd International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2019 – Bratislava, Slovakia, October 24, 2019, SELECTED PAPERS published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-24-0, ISSN 2683-5991, DOI:




In an increasingly competitive business environment, differentiation occurs through honest communication
with stakeholders, which implies respecting ethical standards in business. Multinational corporations often apply
socially responsible practices that comply with business codes of conduct. These companies play a considerable
role when it comes to developing this business practices on a large-scale. Small businesses, on the other hand, play
an important role in supporting local communities. The principles and methods of applying business ethics help to
develop moral judgments and give the possibility to make correct managerial decisions. The entire organizational
culture should support social responsibility and at the same time it should reward and strengthen ethical actions.
The current study is conducted in the Romanian pharmaceutical field and concerns the perception of 100 clients
regarding the ethical communication of companies when applying various forms of promotion. Customers’ perception
of the promotional messages intensity and content launched to obtain recognition and loyalty can lead to the
cataloging in two clusters: manipulative or persuasive. For the study we used the free words association test, the
confidence test, the attitude tests.



Business Ethics, Manipulation, Persuasion, Ethical Communication


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