How the Digital Economy Is Revolutionizing Marketing Management and Driving Sustainable Development

Tetiana Sak, Inna Mylko, Olena Ivashko (), Ihor Chulipa, Tomasz Wołowiec and Justyna Sokołowska-Woźniak
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Tetiana Sak: Faculty of Economics and Management, Lesia Ukrainka Volyn National University, 43025 Lutsk, Ukraine
Inna Mylko: Faculty of Economics and Management, Lesia Ukrainka Volyn National University, 43025 Lutsk, Ukraine
Olena Ivashko: Faculty of Economics and Management, Lesia Ukrainka Volyn National University, 43025 Lutsk, Ukraine
Ihor Chulipa: Faculty of Economics and Management, Lesia Ukrainka Volyn National University, 43025 Lutsk, Ukraine
Tomasz Wołowiec: Faculty of Administration and Social Sciences, University of Economics and Innovation in Lublin, 20-209 Lublin, Poland
Justyna Sokołowska-Woźniak: Department of Social and Computer Sciences, Nowy Sacz School of Business National Louis University, 33-300 Nowy Sącz, Poland

Sustainability, 2025, vol. 17, issue 3, 1-23

Abstract: E-business, based on information, communication, and digital technologies, is a component of the digital economy. Furthermore, it is characterized by active development, determining the currently spreading changes in the traditional economy. The purpose of this study is to determine the impact of the digital economy on the realization of sustainable development goals and the transformation of the concept of marketing management. The following research methods were used in the study: historical method—to study the evolution of marketing management concepts; statistical analysis—to study aspects of the digital economy; correlation and regression analysis—to identify the relationship between the level of digitalization and key indicators of sustainable development and marketing management; systematic approach to consider digitalization, sustainable development and marketing as interrelated components of a single system. The article presents the relationship of sustainable development goals with the need to improve approaches to marketing management in the context of digitalization. The objectives include UN goal number 8: “Decent Work and Economic Growth”, number 9: “Innovation and Infrastructure”, and number 12: “Responsible Consumption and Production”. The paper examines the evolution in approaches to understanding marketing management in the twentieth and twenty-first centuries. Correlation and regression analysis is used to identify how digitalization affects certain factors and how these factors contribute to it. The paper analyzes the dynamism of the formation and development of the worldwide digital economy, establishes the relationship between its components, and examines their impact on the ecosystem. The dynamics of the number of Internet and social media users in the world is analyzed and the changes in global e-commerce revenue and digital advertising expenditures are estimated. The positive consequences and opportunities that arise in the digital economy are presented. The authors emphasize the transformation of the marketing management concept with regard to the goals of sustainable development. Marketing strategies and directions in state policy for regulating the impact of the digital economy on the environment, taking into account the goals of sustainable development, are proposed for business entities.

Keywords: sustainable development; e-business; SDG 8; SDG 9; SDG 12; digital economy; marketing management; digital marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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