Emerging Technologies, Social Marketing and Ethics

Nicole “Nikki” Lemire-Garlic

Chapter 3 in Beyond the Dark Arts:Advancing Marketing and Communication Theory and Practice, 2023, pp 35-53 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Emerging technologies (e.g., augmented reality, virtual reality) have changed the way that people interact. Artificial intelligence and machine learning can be used for personalised targeting and predicting what people “want” or “need” before they even know it themselves. With these tools comes the possibility of manipulation, deceit or the production of harmful results through errors and misuse. User participation with these technologies can also have unintended consequences, leading to questions of shared social responsibility between social marketers, users and technology creators. In the race to do exciting and helpful things with these technologies, ethical issues can be an afterthought. This chapter argues for nuanced analyses of social responsibility and ethics, taking seriously the role of technology throughout social marketing campaign conception, design and implementation.

Keywords: Advertising; Behaviour Change; Communication; Data-driven Advertising; Data-Driven Marketing; Digital Advertising; Digital Marketing; Digital Media Studies; Macromarketing; Marketing; Marketing Communications; Social Change; Social Impact; Social Marketing; Social Media; Social Media Marketing; Social Responsibility; Socially-Responsible Communication; Socially-Responsible Marketing; Sustainability; Sustainable Development Goals; SDG; Social Advertising; AI; Artificial Intelligence; Behavioural Ecological Model; Big Data; Communication Ethics; Communication Studies; Consumer Data; Corporate Social Responsibility; Culture; Design Thinking; Diversity; Emerging Technologies; Ethical Behaviour; Ethical Marketing; Ethics; Health; Health Communication; Inclusion; Machine Learning; Media Studies; Public Health; Public Policy; Supply Chains; Social Media Influencer; Influencer; Socially Responsible; Advocacy; Brand Activism; Business Ethics; Circular Fashion; Conspiracy Theories; Context; Coronavirus; COVID-19; Crisis Communication; Critical Communication; Critical Marketing; Dark Side; Emerging Adults; Esports; Ethical Fashion; Fake News; Fast Fashion; Gamers; Evaluation; Gaming; Honesty; Inequality; Legal and Regulatory Frameworks; Modern Slavery; Morals; Multidisciplinary; Natural Language Processing; Nutrition; Objectives; Norms; Paradigms; Philosophies; Racism; Retailers; Slow Fashion; Strategic Communication; Sustainable Fashion; Stakeholders; Technological Solutionism; Transparency; Upstream Social Marketing; Vulnerability; Young Adults (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 M37 (search for similar items in EconPapers)
Date: 2023
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