This refers to a situation where a company's sustainability practices and initiatives create a competitive advantage that distinguishes it from its competitor and enhances its financial as well as market position in the long run.
Published in Chapter:
Digital Marketing and Sustainability Competitive Advantage: A Conceptual Framework
George Kofi Amoako (Ghana Communication Technology University, Accra, Ghana & Durban University of Technology, South Africa),
Gifty Agyeiwah Bonsu (Ghana Revenue Authority in Kaneshie Taxpayer Service Center, Accra, Ghana),
Antoinette Yaa Benewaa Gabrah (Academic City University College, Accra, Ghana), and
George Oppong Appiagyei Ampong (Ghana Communication Technology University, Accra, Ghana)
Copyright: © 2023
|Pages: 19
DOI: 10.4018/978-1-6684-8681-8.ch009
Abstract
The usage of digital marketing has significantly changed how firms, businesses, and marketers engage with their buyers. Digital platforms such as Facebook, Google, YouTube, Twitter, Instagram, and many others are utilized in an attempt to offer different kinds of personalized campaigns that companies can use to communicate with their customers. Many companies including retail, manufacturing, wholesale, and several others are exploiting digital marketing as a component of their overall sustainable marketing strategies to attain a competitive edge over their counterparts. Therefore, this research proposes that digital marketing relates to sustainability competitive advantage. The research argues that social media green marketing, ecological marketing orientation, social media corporate social responsibility, cause-related marketing, and digital marketing have a positive relationship with sustainability competitive advantage.