THE ROLE OF INNOVATIVE MARKETING STRATEGIES IN THE GLOBAL BUSINESS ENVIRONMENT

Aziz Kurbanovich Abdullaev, Nigora Fayzulla kizi Sayfullaeva and Maftuna Rustambek kizi Khojiakbarova

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 5

Abstract: Innovative marketing strategies have become a core driver of enterprise performance in the global businessenvironment. This study examines how website adoption and social media usage relate to e-commerce outcomes usingEurostat panel data for 27 EU member states from 2013 to 2024, supported by UNCTAD and OECD benchmarks. Twobivariate OLS models show that website adoption has a statistically significant positive relationship with e-commerceturnover, while social media usage has a positive but weaker association with the share of enterprises selling online.The findings confirm that innovative marketing tools strengthen global market access, though their impact varies acrosssectors and depends on supporting digital infrastructure.

Keywords: innovative marketing; e-commerce; website adoption; social media strategy; OLS regression; digital transformation; international marketing; SME internationalization; global business environment. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:i:5:id:10333

DOI: 10.5281/zenodo.20072617

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