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The aim of the social media marketer to learn more about the behaviour of the customer in order to better satisfy their needs is sometimes tricky when it comes to ethical issues. The European Society for Opinion and Marketing Research (ESOMAR) has in a recent survey distinguished four ethical concerns that persists in the the online marketing business, despite the often good intentioned nature of the research. These are: intrusions on privacy, the misuse of marketing research findings, competitive information gathering and the use of marketing research surveys as a guise for selling.