Research Challenges in Digital Marketing: Sustainability

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.

Changes and evolution in the intellectual structure of consumer dissatisfaction

“…The amount of accessible information in some sectors, such as the hospitality sector, enables future researchers to continue the advances on the main aspects that influence consumer dissatisfaction, as well as its consequences. The use of new technologies such as digital marketing (Diez‐Martin, Blanco‐Gonzalez, & Prado‐Roman, 2019) or artificial intelligence (Cachón Rodríguez, Gómez Martínez, Martínez Navalón, & Prado Roman, 2019) is essential to achieve a better understanding of dissatisfied consumer behavior for future research.…”

Pengaruh Pemasaran Digital dan Suasana Toko Terhadap Minat Beli di Kedai Kopi S

“…Teknik pemasaran tradisional sekarang ini telah berkembang untuk dan menggabungkan teknik pemasaran digital baru, di mana pelanggan potensial dianggap sebagai pengguna. Pengguna ini adalah orang yang membeli atau menggunakan produk dan layanan di Internet, dan yang juga menjadi penuntut dengan menghasilkan konten yang berinteraksi dengan merek melalui Internet (Diez-Martin, Blanco-Gonzalez, & Prado-Roman, 2019). Globalisasi telah menyebabkan perubahan dimana informasi dan pengetahuan memainkan peran penting.…”

“…Pada saat yang sama, keberlanjutan telah berubah menjadi salah satu tantangan terbesar bagi perusahaan sejak awal abad ke-21, khususnya untuk pemasar. Diskusi antara pemasaran dan keberlanjutan telah diperlakukan secara luas oleh para peneliti, menghasilkan fakta bahwa kedua konsep memiliki hal-hal yang saling menguntungkan satu sama lain (Diez-Martin et al, 2019).…”

Session-Based Recommender System for Sustainable Digital Marketing

“…Unlike other feature selection algorithms, Support Vector Machines (SVM) is a wrapper feature selection method which uses the classifiers as a black box and the classifier performance as the objective function to evaluate the feature subset. We choose SVM as a representative wrapper feature selection method because it helps to avoid estimating the statistical distributions of different classes in hyper-dimensional feature space based on a margin maximization principle [51].…”