Published Paper Details:

Social media has become an integral part oft today's human life, with millions of people interacting onthese platforms daily. Every action performed would leave a digital footprint behind. Where companiespreciously maintain them, track and collect this data, often justifying it as a way to enhance user experience.However,thisdataisfrequentlysoldtodatabrokers,whocompiledetaileduserprofilesandsellthemtoadvertisersand other organizations. This practice raises significant concerns about privacy and ethical datausage. Digital marketing has emerged as a powerful tool intoday's social media-driven economy. By leveraging user data, algorithms, and psychological tactics, it caninfluence consumer behavior, preferences, and drive purchasing decisions. While this approach bringsefficiency and personalization, it also blurs the linebetween helpful recommendations and intrusive surveillance can also be called as tailored recommendations. Additionally, exposure to idealizedcontent on these platforms can negatively affect mentalhealth, leading to issues like anxiety, low self-esteem,and unrealistic expectations. As digital marketing continues to evolve, it presents adual challenge: fostering innovation while addressing ethical concerns. Striking this balance requires stricterdata privacy regulations, transparency in how companies use data, and increased awareness among users about the implications of sharing personal informationonline.