Digital marketing and sustainability competitive advantage: A conceptual framework

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