Sustainable digital marketing (SDM): review, taxonomy, conceptualisation and future research avenues mapping
Abu Bashar, Tamer M. Alkadash, Brighton Nyagadza, Asphat Muposhi
Abstract
Abstract The study reviews existing literature in a quest to establish an integrated taxonomy, conceptualise sustainable digital marketing (SDM), and map future research avenues. Using the scientific procedures and rationales for systematic literature review (SPAR-4-SLR) and the bibliometric analysis and theories-context-characteristics-and-methodologies (TCCM) framework, it synthesises insights from 2007 to 2024. Findings show an exponential growth in SDM scholarship, reflecting its rising academic and practical impact. Socially, the research influences sustainable product consumption, eco-friendly behaviours, corporate social responsibility (CSR), social equity, environmental education, and sustainable business models, all of which are essential to realising the United Nations (UN) Sustainable Development Goals (SDGs). Practically, businesses use SDM to improve brand reputation, gain a competitive advantage over their rivals, and ensure regulatory compliance, innovation and growth. The study unearths innovative emerging trends, development of new frameworks, impact assessment, identification of challenges and opportunities, cross disciplinary insights with significant advancement of effective professional practice and impactful theory development. It highlights how SDM integrates sustainability into marketing and technology theories (such as grounded theory, theory of social exchange, theory of planned behaviour, technology acceptance model, network systems theory, strategic orientation theory, diffusion of innovation theory, consumer culture theory, triple bottom line, sustainable development theory), advocating a forward-looking, responsibility-driven approach, proposing new frameworks, and identifying cross-disciplinary opportunities.