Digital Marketing and Organizational Sustainability: A Symbiotic Relationship
DOI:
https://doi.org/10.18041/2619-4244/dl.37.12532Keywords:
Digital marketing, organizational sustainability, tourism, business developmentAbstract
Digital marketing became consolidated, following the COVID-19 pandemic, as a highly useful and low-cost tool for the effective management of companies, particularly small enterprises, which recurrently face financial constraints. In this context, the present study aimed to analyze the scientific literature addressing the relationship between digital marketing and organizational sustainability in tourism-related companies. To this end, a literature review was conducted using the Scopus database, one of the most widely recognized in the scientific field, employing the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) methodology as a guiding framework. As a result, nineteen (19) research articles related to the topics of interest were analyzed, each examined individually in order to assess its scope. The findings show that the scientific literature establishes a symbiotic relationship between digital marketing practices—in their various forms, such as social media, influencers, mobile applications, interactive websites, and digital communication, among others—and the organizational sustainability of companies, both large and small, across their economic, social, and environmental dimensions, which in most cases are addressed individually.
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