The Value of Integrity: Empowering SMEs with Ethical Marketing Communication

Small- and medium-sized enterprises (SMEs) have faced criticism for their use of adversarial deceptive marketing communication practices, which present challenges to ethical sustainable development. This study aims examine the factors influencing impact on value creation. With a robust dataset comprising responses from 183 participants an impressive 85% response rate, structural equation modeling through ADANCO was employed analyze influence each factor The findings reveal positive relationship between creation, benefiting all stakeholders involved. Moreover, emphasizes importance adhering principles establishing mutually beneficial agreements with achieve successful outcomes in communication. These underscore significance adopting practices drive creation promote societal well-being. By incorporating into strategies, businesses can enhance brand reputation, cultivate trust among customers, contribute overall betterment society.