<![CDATA[This research aims to analyze the controversy in digital marketing strategies through the ethical dilemmas faced by influencers in supporting fashion industry products. The unit of analysis in this study is a digital marketing campaign involving influencers on social media. The research uses a qualitative design with a case study approach to explore in depth the phenomenon being studied. Data sources are obtained from key informants such as influencers, brand managers, and consumers, who are purposively selected based on their involvement in the campaign. Data collection techniques were carried out through in-depth interviews, digital observations, and analysis of campaign documents. The data were analyzed using thematic analysis techniques to identify patterns of meaning related to ethical dilemmas and communication strategies. The findings show that the conflict between commercial interests and personal integrity is at the centre of controversy in influencer-based digital marketing. This research contributes to a critical understanding of ethical digital marketing practices and builds a conceptual foothold for the development of marketing communication regulations in the digital age.]]>
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