Integrating Sustainability into an Organizational Marketing Strategy: A Systematic Literature Review

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Sustainability is an increasingly significant component of organizations across multiple industries. However, research in the field of digital marketing and its connection to sustainability is very scarce. Moreover, the relationships between sustainability and the concepts of organizational culture, digitization, and business strategy have not been thoroughly examined. The purpose of this study is to analyze the above topics, using the technique of systematic, bibliographic review (PRISMA) based on academic literature from 2010 to 2023, and to develop conclusions, insights, and fruitful suggestions for organizations’ development. The results reveal that organizational culture and social media are seen as important elements in sustainable business strategy, while digital marketing can make a positive impact on influencing wide and diverse audiences.