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

Author

Listed:
  • 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
    Faculty of Administration and Social Sciences, University of Economics and Innovation in Lublin, 20-209 Lublin, Poland)

  • Ihor Chulipa

    (Faculty of Economics and Management, Lesia Ukrainka Volyn National University, 43025 Lutsk, Ukraine
    Faculty of Administration and Social Sciences, University of Economics and Innovation in Lublin, 20-209 Lublin, Poland)

  • 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)

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.

Suggested Citation

  • Tetiana Sak & Inna Mylko & Olena Ivashko & Ihor Chulipa & Tomasz Wołowiec & Justyna Sokołowska-Woźniak, 2025. "How the Digital Economy Is Revolutionizing Marketing Management and Driving Sustainable Development," Sustainability, MDPI, vol. 17(3), pages 1-23, January.
  • Handle: RePEc:gam:jsusta:v:17:y:2025:i:3:p:1130-:d:1580443
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    References listed on IDEAS

    as
    1. Daniela Šálková & Aleš Hes & Petr Kučera, 2023. "Sustainable Consumer Behavior: The Driving Force of Innovation in Retail," Sustainability, MDPI, vol. 15(24), pages 1-26, December.
    2. Jinguo Xin & Kun Du & Yuqi Xia, 2024. "The Impact of Enterprise Digital Transformation on Audit Fees—An Intermediary Role Based on Information Asymmetry," Sustainability, MDPI, vol. 16(22), pages 1-21, November.
    3. Qingnian Wang & Shiyi Chen & Yunpei Wang, 2023. "An Empirical Study on the Impact of Digital Economy Innovation Development on the Export Quality of Chinese Electromechanical Products," Sustainability, MDPI, vol. 15(24), pages 1-15, December.
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