Harnessing Digital Marketing for Sustainable Development: A Comprehensive Review

Abstract

Digital marketing enables firms to strategically distribute content to their clients and consumers, facilitating two-way contact and exchanges between organisations and audiences. Organisations can use this fact to effectively convey signals about sustainability in their operations and products, aiming to set new trends and shape customer behaviour. Additionally, it lets consumers contribute their experiences, wants, preferences, and expectations. Digital marketing strategies facilitate the dissemination of products and services, demonstrate businesses' commitment to sustainability, and promote emerging sustainable trends that impact consumer perceptions. This study uses Systematic Literature Review with Bibliometric Analysis (SLBA) to examine how digital marketing promotes sustainability. The study demonstrates that digital marketing tactics have a significant role in promoting sustainable development by fostering sustainable consumption behaviours. This situation can be achieved by comprehending customer behaviour, transmitting crucial signals through optimal channels, and proficiently assessing green marketing campaigns' impact on consumer attitudes and purchasing choices.