The dark side of digital marketing: psychological, ethical, and social implications in the era of surveillance capitalism

Abstract

In the digital age, marketing strategies are becoming increasingly sophisticated, relying on psychological insights, algorithmic data processing, and a constant presence in consumers’ lives. This paper critically examines contemporary marketing practices, exploring the fine line between legitimate influence and exploitation. Special attention is given to the attention economy, emotional manipulation, and strategies that deliberately shape user behavior, often without their consent. While technology enables a high degree of personalization and efficiency, it also raises pressing questions of ethics, social responsibility, and the spiritual decline of modern individuals. As brands continue to generate profit, consumers increasingly face feelings of alienation, insecurity, and the loss of authentic values. Within this context, the paper highlights the need to balance market logic with humanistic principles in the future of marketing.