Literature Review: Analisis Etika Terhadap Perkembangan Komunikasi Pemasaran dan Iklan pada Masa Kini

Abstract

The quick growth of digital technology has greatly changed how businesses communicate through marketing and advertising. This change to digital methods has created many new chances, but it has also brought up difficult ethical issues, like using data wrongly, sending misleading messages, and manipulating emotions in ads. This study looks at how ethical rules are used in modern marketing and advertising, especially on digital platforms. Using a Systematic Literature Review (SLR) along with a descriptive qualitative method, this study shows that honesty, openness, and social responsibility are important in communication strategies. The results show that including ethical values in marketing communication is very important for building consumer trust, improving brand image, and keeping customers loyal for a long time. Because of this, ethical marketing is not just a moral duty, but a key strategy for business growth that lasts in today’s digital world.