Next Article in Journal
Evaluation of Co-Existence Options of Marine Renewable Energy Projects in Japan
Previous Article in Journal
Gas Production from Gas Condensate Reservoirs Using Sustainable Environmentally Friendly Chemicals
Previous Article in Special Issue
Evolution and Transformation of the Central Place Theory in E-Business: China’s C2C Online Game Marketing
Article Menu

Export Article

Open AccessArticle

Research Challenges in Digital Marketing: Sustainability

Department of Business Economics, Rey Juan Carlos University, Paseo de los Artilleros S/N, 28032 Madrid, Spain
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(10), 2839; https://doi.org/10.3390/su11102839
Received: 22 February 2019 / Revised: 29 April 2019 / Accepted: 15 May 2019 / Published: 18 May 2019
  |  
PDF [2178 KB, uploaded 18 May 2019]
  |  

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. View Full-Text
Keywords: sustainability; digital marketing; agenda; research; trends; bibliometrics; citespace; sustainability gap; intellectual structure; marketing sustainability; digital marketing; agenda; research; trends; bibliometrics; citespace; sustainability gap; intellectual structure; marketing
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
SciFeed

Share & Cite This Article

MDPI and ACS Style

Diez-Martin, F.; Blanco-Gonzalez, A.; Prado-Roman, C. Research Challenges in Digital Marketing: Sustainability. Sustainability 2019, 11, 2839.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top