Preliminary communication
https://doi.org/10.17818/DIEM/2025/1.5
SUSTAINABLE DIGITAL MARKETING: A SYSTEMATIC REVIEW AND CONTENT ANALYSIS OF CURRENT RESEARCH
Iva Gregurec
orcid.org/0000-0002-2429-0335
; University of Zagreb, Faculty of Organization and Informatics, Croatia
Abstract
Sustainability is no longer just a trend but an essential priority for all ecosystem stakeholders and digital marketing activities can support this priority. This paper explores sustainable digital marketing which is becoming an attractive research field for a growing number of experts and scientists in recent years. To establish a theoretical framework for exploring this field, this paper provides an overview of the existing literature collected from the WoS platform and the Scopus database. The conducted research indicates that the concept of sustainable digital marketing contributes to social and environmental well-being, highlighting business sustainability, among other things, partly due to the increasingly active engagement of consumers as well as companies. Analyzed papers cover the concept’s application across various industries, the use of different technologies to put sustainable digital marketing into practice, and its impact on brand reputation and support for sustainable consumer behavior.
Keywords
sustainability; digital marketing; sustainable digital marketing
Hrčak ID:
331963
URI
Publication date:
10.6.2025.
Visits: 844 *