Corporate liability for social media marketing strategy and practices: A critical literature review

Information from the abstract

The rapid expansion of social media has transformed digital communication into a powerful marketing ecosystem, creating significant legal and ethical challenges related to privacy, transparency, and consumer protection. This study examines corporate liability in social media marketing, focusing on influencer advertising, algorithmic bias, data-driven targeting, and the growing use of artificial intelligence (AI) and Big Data analytics. The purpose of the research is to critically evaluate existing regulatory and ethical frameworks and identify the major gaps that undermine accountability in digital marketing practices. The study adopts a descriptive, critical, and comparative literature review methodology, drawing on academic literature, legal frameworks, and policy discussions. The findings highlight four major challenges: regulatory fragmentation, ethical concerns regarding transparency and algorithms, reputational risks linked to consumer empowerment, and the inability of current regulations to keep pace with technological developments (Akbar et al., 2023). The study concludes that stronger international regulatory coordination and clearer ethical standards are necessary to ensure transparency, accountability, and consumer trust. The paper contributes to the growing interdisciplinary debate on digital marketing governance and provides a foundation for future empirical research.

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Related topics: Digital Marketing and Social Media · COVID-19 Digital Contact Tracing · Ethics and Social Impacts of AI