Big Data Algorithms as Enablers of Sustainable Marketing Practices: A Preliminary Research

This study presents a systematic literature review on the role of Big Data algorithms in supporting sustainable marketing practices. Sustainable marketing practices have garnered increasing attention in an era where environmental concerns and consumer awareness of environmental issues are on the rise. In this context, Big Data algorithms have gained a progressively crucial role in analyzing large datasets to understand consumer behaviors, predict market trends, and design effective marketing campaigns. The literature review is conducted using a systematic approach to identify, collect, and analyze relevant articles pertaining to the utilization of Big Data algorithms in sustainable marketing practices. The primary findings of this literature review encompass the application of Big Data algorithms in sustainable market needs analysis, the utilization of these algorithms to predict environmentally friendly consumer patterns, and their employment in tailoring sustainable marketing campaigns. Through an in-depth analysis of the existing literature, this research identifies the significant contributions of Big Data algorithms in supporting sustainable marketing practices. However, challenges related to data privacy, analysis integrity, and technological complexity are also revealed in the literature. The practical and theoretical implications of these findings illustrate the potential of Big Data algorithms as valuable tools for marketing practitioners seeking to adopt more sustainable approaches.