Dublin Core
Title
Digital marketing and sustainability competitive advantage: A conceptual framework
Creator
George Kofi Amoako, Gifty Agyeiwah Bonsu, Antoinette Yaa Benewaa Gabrah, George Oppong Appiagyei Ampong
Description
The usage of digital marketing has significantly changed how firms, businesses, and marketers engage with their buyers. Digital platforms such as Facebook, Google, YouTube, Twitter, Instagram, and many others are utilized in an attempt to offer different kinds of personalized campaigns that companies can use to communicate with their customers. Many companies including retail, manufacturing, wholesale, and several others are exploiting digital marketing as a component of their overall sustainable marketing strategies to attain a competitive edge over their counterparts. Therefore, this research proposes that digital marketing relates to sustainability competitive advantage. The research argues that social media green marketing, ecological marketing orientation, social media corporate social responsibility, cause-related marketing, and digital marketing have a positive relationship with sustainability competitive …
Publisher
IGI Global
Date
2023
Source
https://scholar.google.com/citations?view_op=view_citation&hl=en&user=NogL9W0AAAAJ&cstart=20&pagesize=80&citation_for_view=NogL9W0AAAAJ:dhFuZR0502QC
Language
English