Sustainable digital marketing practices and consumer brand engagement - a brand reputation mediation investigation

As consumer and regulatory pressures mount, brands are increasingly using digital channels to communicate their sustainability commitments. However, research on sustainable digital marketing (SDM) is still limited, and there is insufficient scholarly understanding of how integrated SDM strategies in...

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Bibliographic Details
Published in:Journal of strategic marketing 2025, Vol.33 (2), p.254-270
Main Authors: Odoom, Raphael, Odoom, Priscilla Teika, Amu, Prince Yao, Adams, Matilda
Format: Article
Language:English
Subjects:
Brand image
brand reputation
consumer brand engagement
Digital marketing
digital sustainability
Environmental impact
PLS-SEM
Reputations
Stakeholders
Sustainability
Sustainable digital marketing
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