The Impact of Ethical Marketing on Business: A Case Study of Semnan Province

Mohammad ِِDavanloo¹ Meysam Modarresi²

1) Master s in Entrepreneurship, Concentration in New Business, Semnan University, Semnan, Iran,
2) Faculty member of Semnan University, PhD in Women s Entrepreneurship, Home-Based Business, Business Growth, Semnan University, Semnan, Iran,

IOI Code : AAHC-ABEEEE
Publication : National Conference on Management, Commercialization, Knowledge-Based Economy and Investment for Production(impeb.ir)
Abstract :
    This article analyzes the role of marketing in transforming the labor market of Semnan Province, with an emphasis on employment differences between urban and rural areas. This research aims to explain the mechanisms through which marketing (ethical, digital, internal, and external) influences employment indicators and to identify gender and regional gaps. The research method is based on secondary data analysis of official statistics from the Management and Planning Organization of Semnan Province and a systematic review of theoretical foundations and previous research in the field of marketing. Findings indicate that the province s unemployment rate decreased from 6.3% to 5.8%, the economic participation rate increased from 37.7% to 38.1%, and the employment-to-population ratio rose from 35.3% to 35.9%. However, disaggregated analysis reveals improved employment in urban areas and among men, but a decline in rural women s participation (from 5.8% to 5.1%) and an increase in their unemployment rate (from 8% to 10.9%). The share of underemployment in the province has decreased, with the services sector dominating in cities (52.2%) and agriculture in rural areas (34%). Supportive policies based on principled marketing (local exhibitions, online platforms, low-interest loans, and skills training) have contributed to a relative improvement in employment, especially in the urban sector. Overall, marketing can pave the way for sustainable employment by connecting small-scale rural producers to broader markets, provided that investments are made in digital infrastructure and the empowerment of vulnerable groups.

Keywords : marketing labor market urban and rural employment semnan province rural women home based businesses