explain...

In his BLOG, Christopher Penn, comments "Utilitarianism defines ethical practices for all." as Those practices that result in the greatest good and/or the greatest happiness Thus, adapting this definition, Ithics is marketing in ways which create the greatest good, the greatest happiness for all." He then goes onto say "When we use our utilitarian definition of ethics, a clear, concise definition, applying ethics in marketing becomes straightforward" "For example, much ado was made of the fact that a notable social media influencer didn't write all of their own social media posts Other social media practitioners decried that as inauthentic. Is the use of a ghostwriter ethical? If the posts were helpful, if the posts provided value, then the practice was ethical in the sense that it was doing the maximum good possible, even if the influencer wasn't writing a single one. All that was required was that the authors of his posts were creating the maximum amount of good, as much or more than the influencer. If the influencer could only afford to write 2 posts a day that benefitted his audience, but his ghostwriter could write 10 of the same quality, then by definition he brought 5x more good to the world Christopher Penn argues that from a Utilitarian perspective that the use of a ghostwriter in this situation is ethical Focus