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Research Challenges in Digital Marketing: Sustainability

Author

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  • Francisco Diez-Martin

    (Department of Business Economics, Rey Juan Carlos University, Paseo de los Artilleros S/N, 28032 Madrid, Spain)

  • Alicia Blanco-Gonzalez

    (Department of Business Economics, Rey Juan Carlos University, Paseo de los Artilleros S/N, 28032 Madrid, Spain)

  • Camilo Prado-Roman

    (Department of Business Economics, Rey Juan Carlos University, Paseo de los Artilleros S/N, 28032 Madrid, Spain)

Abstract

Great progress has been made in the field of marketing and sustainability. Nevertheless, there is still an important gap between the behavior and beliefs of society and markets about sustainability, and companies’ capability to understand and face this trend. Digital marketing is key to filling this gap. However, research in digital marketing and sustainability is very scarce. The purpose of this research is to examine the literature in the subject, since 2009 until 2018, and to elaborate a research agenda about digital marketing and sustainability. Through a previous analysis based on bibliometrics, a research agenda has been developed that shows the main challenges for the digital marketing and sustainability field: (1) customer orientation and value proposition; (2) digital consumer’s behavior; (3) digital green marketing; (4) competitive advantage; (5) supply chain; and (6) capabilities. This work contributes to the development of the research in digital marketing and sustainability, suggesting various challenges for the field that lead to future lines of research, and favoring the development of a new research approach capable of reducing the existing gap between society and business on sustainability issues.

Suggested Citation

  • Francisco Diez-Martin & Alicia Blanco-Gonzalez & Camilo Prado-Roman, 2019. "Research Challenges in Digital Marketing: Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-13, May.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:10:p:2839-:d:232318
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    3. Nguyen, Tiep & Duong, Quang Huy & Nguyen, Truong Van & Zhu, You & Zhou, Li, 2022. "Knowledge mapping of digital twin and physical internet in Supply Chain Management: A systematic literature review," International Journal of Production Economics, Elsevier, vol. 244(C).
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    8. Zoltán Lakner & Brigitta Plasek & Gyula Kasza & Anna Kiss & Sándor Soós & Ágoston Temesi, 2021. "Towards Understanding the Food Consumer Behavior–Food Safety–Sustainability Triangle: A Bibliometric Approach," Sustainability, MDPI, vol. 13(21), pages 1-23, November.
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    10. Gricelda Herrera-Franco & Néstor Montalván-Burbano & Paúl Carrión-Mero & María Jaya-Montalvo & Miguel Gurumendi-Noriega, 2021. "Worldwide Research on Geoparks through Bibliometric Analysis," Sustainability, MDPI, vol. 13(3), pages 1-32, January.
    11. Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).
    12. Oana PRICOPOAIA & Adrian MICU & Irina Olimpiua SUSANU, 2022. "The Implications of Digital Marketing on Business Performance," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 5-16.
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    14. Hamed Nozari & Agnieszka Szmelter-Jarosz & Javid Ghahremani-Nahr, 2021. "The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry," Future Internet, MDPI, vol. 13(10), pages 1-18, October.
    15. Farida Saleem & Amira Khattak & Shafiq Ur Rehman & Murtaza Ashiq, 2021. "Bibliometric Analysis of Green Marketing Research from 1977 to 2020," Publications, MDPI, vol. 9(1), pages 1-19, January.
    16. Juan Gabriel Martínez-Navalón & Vera Gelashvili & Felipe Debasa, 2019. "The Impact of Restaurant Social Media on Environmental Sustainability: An Empirical Study," Sustainability, MDPI, vol. 11(21), pages 1-24, November.
    17. Sewar Alkhatib & Petra Kecskés & Veronika Keller, 2023. "Green Marketing in the Digital Age: A Systematic Literature Review," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
    18. Roberto Pico-Saltos & Paúl Carrión-Mero & Néstor Montalván-Burbano & Javier Garzás & Andrés Redchuk, 2021. "Research Trends in Career Success: A Bibliometric Review," Sustainability, MDPI, vol. 13(9), pages 1-24, April.
    19. Sheen Low & Fahim Ullah & Sara Shirowzhan & Samad M. E. Sepasgozar & Chyi Lin Lee, 2020. "Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia," Sustainability, MDPI, vol. 12(13), pages 1-40, July.
    20. Evita Vitsentzatou & Giannis T. Tsoulfas & Athanassios N. Mihiotis, 2022. "The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach," Sustainability, MDPI, vol. 14(22), pages 1-30, November.

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