Digital Content Marketing

11 The Dark Side of Content Marketing

By Dr Elaine Mercer-Jones and Dr Kat Rezai

DOI: 10.4324/9781003346500-11

Learning Outcomes

• To develop an in-depth understanding of the ways in which digital content can cause harm to society including, but not limited to, its potential for spreading misinformation, fostering addiction, and affecting mental health.
• To be able to critically assess the effectiveness and ethicality of the digital content disseminated by marketers, social media influencers, and other stakeholders in the content marketing ecosystem.
• To identify frameworks that marketers can utilise to practice ethical content marketing.

Content Marketing Dystopia

Content marketing is a relatively new phenomenon. As such, we are only just ...