Kvantumtechnológia és egészségfejlesztés: etikus marketingkommunikáció az új technológiák korában
DOI:
https://doi.org/10.21486/recreation.2026.16.1-2.5Kulcsszavak:
etikus kommunikáció, evidence-based wellness, fogyasztói bizalom, társadalmi egyenlőség, marketingkommunikációAbsztrakt
A tanulmány célja az etikus marketingkommunikáció és az evidence-based wellness marketing kapcsolatának kritikai vizsgálata a modern egészségipari kontextusban. A munka rávilágít arra, hogy az etikai alapelvek — többek között a tudományos bizonyítékoknak való megfelelés és az átlátható forrásmegjelölés — nem csupán morális elvárások, hanem a fogyasztói bizalom és a márkahitelesség stratégiai feltételei. A kutatás kiemeli, hogy a wellness-iparban tapasztalható „structure–function” típusú állítások gyakran visszaélnek a kvantumterminológia vagy sejtszintű adatok marketinges felhasználásával, ami veszélyezteti az evidence-based megközelítést és a társadalmi egyenlőséget. A tanulmány a marketig kommunikációs szakemberek figyelmébe ajánl olyan vizsgálatokat, amelyek alátámasztják a szavak egészségre gyakorolt hatását, felhívva a figyelmet a felelős kommunikációra. A szerzők rámutatnak arra is, hogy az egészséges élettartam (healthy lifespan) növelésére irányuló törekvések csak akkor lehetnek etikusak és fenntarthatóak, ha az open-source megközelítések, a mindenre kiterjedő adatkommunikáció és a tudományos önreflexió integrálódik a marketingstratégiákba. Végső soron az etikus kommunikáció az evidence-based wellnessben a társadalmi jólét és a fogyasztói bizalom kulcsfontosságú építőköve.
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