SMART MARKETING AND DIGITAL INNOVATION IN SUSTAINABILITY: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.36563/mfwrwv41Keywords:
Artificial Intelligence Adoption; Consumer Engagement; Green Innovation; Data Governance; Bibliometric MappingAbstract
The rapid advancement of digital technology has reshaped marketing practices and sustainable business strategy, yet research on smart marketing, digital innovation, and sustainability remains fragmented across separate lines of inquiry. This study aims to identify the development, dominant themes, conceptual relationships, and future research directions within this combined field. A systematic literature review combined with bibliometric analysis was conducted on 445 Scopus-indexed journal articles published between 2016 and 2025, using keyword co-occurrence, bibliographic coupling, and citation analysis to map the field's intellectual structure. The findings show that research has evolved from an initial focus on digital technology adoption toward broader concerns encompassing marketing transformation, artificial intelligence, consumer engagement, organizational decision-making, green innovation, and long-term value creation. Digital technology is found to enhance personalization, operational efficiency, transparency, and consumer engagement, though these benefits depend on organizational readiness, workforce competency, sound data governance, and credible sustainability communication. Practically, firms need to align technological investment with ethical governance and authentic sustainability practice to translate digital capability into lasting value rather than short-term commercial gain. The originality of this study lies in its integrative mapping of marketing capability, organizational transformation, consumer response, and sustainable value creation within a single analytical framework, offering a structured foundation for future research in this rapidly growing field.
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