Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies

Jose Ramon Saura, Pedro Palos-Sanchez and Beatriz Rodríguez Herráez
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Jose Ramon Saura: Department of Business Economics, Faculty of Social Sciences and Law, Rey Juan Carlos University, Paseo Artilleros s/n, 28032 Madrid, Spain
Pedro Palos-Sanchez: Department of Financial Economy and Operations Management, University of Seville, 41018 Seville, Spain
Beatriz Rodríguez Herráez: Department of Business Economics, Faculty of Social Sciences and Law, Rey Juan Carlos University, Paseo Artilleros s/n, 28032 Madrid, Spain

Sustainability, 2020, vol. 12, issue 3, 1-5

Abstract: In recent years, digital marketing has transformed the way in which companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the Internet has given rise to new business models based on the bidirectionality of communication between companies and Internet users. Digital marketing, new business models, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies have started to see the digital ecosystem as not only their present, but also as their future. From this long-term perspective, companies are concerned about sustainability and the growth of their business models. There are new business models on the Internet that support social causes, new platforms aimed at supporting social and sustainable projects, and digital advertising campaigns promoting sustainability. The overarching aim of this Special Issue was to analyze the development of these new strategies as well as their influence on the sustainability of digital marketing strategies. Therefore, we aimed to analyze how companies adopt these new technologies in a digital environment that is increasingly concerned with the sustainability of business models and actions on the Internet.

Keywords: sustainable digital marketing strategies; sustainable business models; sustainable management; social network analysis for sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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