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@article{185628,
        author = {Dr.Ganesh Gorakhnath Taware and Bobade Dnyaneshwari Aabasaheb and Kumbhar Vaishnavi Sunil and Miss.Bhagyashri V. Baravkar},
        title = {Bridging Sustainability and Digital Marketing: A Comprehensive Review of Current Research},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {5},
        pages = {2197-2202},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=185628},
        abstract = {Sustainability has evolved from being a passing trend to becoming a fundamental priority for all participants within the business ecosystem. Digital marketing plays a vital role in advancing this agenda by supporting sustainable practices and awareness. This study investigates the emerging field of sustainable digital marketing, which has recently attracted significant interest from researchers and practitioners alike. To develop a theoretical foundation for understanding this domain, the paper conducts a comprehensive review of existing studies indexed in the Web of Science (WoS) and Scopus databases. The findings reveal that sustainable digital marketing contributes meaningfully to both social and environmental well-being while promoting overall business sustainability. This is largely driven by the increasing involvement of consumers and organizations in sustainability initiatives. The reviewed literature highlights how sustainable digital marketing is applied across different industries, the diverse technologies employed to implement it, and its influence on brand reputation as well as on fostering environmentally responsible consumer behavior.},
        keywords = {Sustainability, Web of Science (WoS), digital marketing,},
        month = {October},
        }