From Billboards to Algorithms: The Evolution of Socio-Corporate Advertising in the Digital Age

Advertising has undergone a profound transformation from static billboards and print announcements to algorithm-driven, personalized digital communication systems. This paper argues that socio-corporate advertising has emerged as a new form of advertising that directs beyond commercial interest and actively engages in influencing socio-cultural behaviors. A qualitative, and exploratory, research design is adopted to understand the evolution of socio-corporate advertising in the digital age, and how this phenomenon is being practiced through traditional and digital forms of advertising, particularly through television and social media platforms, including YouTube. The findings of this study identify that advertising has been shifting towards a more purpose-driven approach, wherein brands are aligning themselves with social movements to build credibility and trust. Moreover, the study explores the emergence of algorithmic and data-driven targeting and auditing systems, and the growing impact of influencer marketing, particularly in targeting the younger Generation Z audience. The implications of these findings provide a useful foundation for future research, particularly as to how socio-cultural contexts are influencing the ways that brands and advertisers interact with consumers in the digital age. The paper concludes by highlighting the implications of this transformation for brands, consumers, and future research.