Moroccan consumer perceptions of online retailer ethics: impact on repurchase intentions & word-of-mouth

This paper aims to explore how the consumer perception regarding the ethics of online retailers (CPEOR) influences the repurchase intention and electronic-word-of-mouth. This paper engages in a netnographic study, where we analyzed 1145 publicly made comments on Facebook. Findings show that a negative perception of the elements of CPEOR, engenders negative consequences related to trust, RPI and EWOM and vice versa. This paper revealsthe importance of ethical marketing in the context of e-commerce in Morocco, and suggests to take into consideration variables like trust and product category given their moderating role that affects the relationship among variables.