How do digital marketing strategies achieve sustainable entrepreneurial goals? A systematic literature review

Document Type : Original Article

Authors

1 Ph.D. Candidate, Department of Entrepreneurship, University Of Tehran Kish International Campus, Kish, Iran

2 Department of Media and Business communications, Faculty of Business Management, College of Management, University of Tehran

Abstract

Increasing economic, social, and environmental threats threaten the survival and stability of human societies around the world, so in today's world, paying attention to sustainable development is an undeniable necessity. Sustainable entrepreneurship is considered a vital resource for achieving sustainable development goals. Sustainable entrepreneurship is a type of entrepreneurship that integrates economic goals with environmental and social goals, but because in many cases economic interests conflict with environmental and social interests, sustainable entrepreneurs face serious challenges. Digital marketing is a tool that has great potential in achieving successful business results while achieving sustainability. Marketing products and services using digital technologies to attract customers and create customer preferences, promote brands, retain customers, and increase sales is called digital marketing. Research indicates that entrepreneurs can improve sustainable business performance by using digital marketing strategies. Given the importance of the subject, this research aims to identify the role of digital marketing in achieving sustainable development goals and categorize the results of the research under review. A systematic literature review was conducted on 43 selected articles indexed in Google Scholar between 2020 and 2024. The findings show that digital marketing contributes to the achievement of sustainable entrepreneurship goals in seven main focal areas: sustainable entrepreneurship development, sustainable economic performance, sustainable financial performance of businesses, sustainable performance in crisis situations, promoting sustainability in society, contributing to innovation, and sustainable performance of micro, small, and medium-sized businesses. Based on the synthesis, research gaps and fruitful directions for further research were identified.

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