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Digital Marketing and Sustainability Competitive Advantage: A Conceptual Framework
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Author(s): George Kofi Amoako (Ghana Communication Technology University, Accra, Ghana & Durban University of Technology, South Africa), Gifty Agyeiwah Bonsu (Ghana Revenue Authority in Kaneshie Taxpayer Service Center, Accra, Ghana), Antoinette Yaa Benewaa Gabrah (Academic City University College, Accra, Ghana)and George Oppong Appiagyei Ampong (Ghana Communication Technology University, Accra, Ghana)
Copyright: 2023
Pages: 19
Source title:
Handbook of Research on Achieving Sustainable Development Goals With Sustainable Marketing
Source Author(s)/Editor(s): Iza Gigauri (The University of Georgia, Georgia), Maria Palazzo (Universitas Mercatorum, Italy)and Maria Antonella Ferri (Universitas Mercatorum, Italy)
DOI: 10.4018/978-1-6684-8681-8.ch009
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Abstract
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 advantage.
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