Smart Sustainable Marketing and Emerging Technologies: Evidence from the Greek Business Market

Stavros Kalogiannidis (), Dimitrios Kalfas (), Efstratios Loizou, Olympia Papaevangelou and Fotios Chatzitheodoridis
Additional contact information
Dimitrios Kalfas: Department of Agriculture, Faculty of Agricultural Sciences, University of Western Macedonia, 53100 Florina, Greece
Olympia Papaevangelou: Department of Business Administration, University of Western Macedonia, 51100 Grevena, Greece

Sustainability, 2023, vol. 16, issue 1, 1-21

Abstract: In the market-shaping literature, markets are viewed as the results of intentional and planned acts. Market shapers do not often create technology themselves despite the fact that technical advancements can hasten changes in smart sustainable marketing. This study assessed the development of emerging technologies in business informatics with a focus on smart sustainable marketing and its relevant emerging technologies. Data were collected using an online questionnaire from 320 marketing professionals in Greece. The study revealed that emerging technologies have a significant relationship with smart sustainable marketing. Drivers of smart sustainable marketing positively enhance the effectiveness of smart sustainable marketing, and innovations in business informatics have a positive effect on smart sustainable marketing. It is clear from our results that the area of emerging technologies and smart sustainable marketing has not received much attention since such developments depend on complementary technologies that make it possible for emerging methods or technologies to integrate resources and co-create value. This study conceptually distinguishes between technology as a market offering and technology as a business platform for market shaping and innovation. Managers in the business industry and elsewhere are urged by this research to more closely examine the development of ancillary technologies, which could serve as platforms for market innovation and market shaping. Discovering and taking advantage of these opportunities is crucial for success in smart sustainable marketing. This study also presents a significant addition to the academic community because of the empirical evidence on the relationships between business informatics, smart sustainable marketing, and new technology. In terms of technology, it expands the theoretical framework of market dynamics and offers a novel perspective on the ways in which technology influences the structure and sustainability of markets.

Keywords: smart sustainable marketing; emerging technologies; business informatics; artificial intelligence; 5G technology (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/16/1/312/pdf (application/pdf)
https://www.mdpi.com/2071-1050/16/1/312/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:16:y:2023:i:1:p:312-:d:1309787

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().