Chapter 2: Sustainability Through Digital Technologies: Opportunities and Challenges of Digital Marketing

Digital technology has the potential to dramatically advance sustainability initiatives in several different industries. The status of research on the interaction between sustainability and digital technologies is examined in this literature review, with an emphasis on the potential and difficulties posed by this young topic. The assessment starts out by looking at the notion of sustainability and how it has changed over time, emphasising how crucial it is to solve environmental, social and economic issues. It then explores how digital technologies, such as data analytics, Artificial Intelligence, the Internet of Things and blockchain, might help to advance sustainability. The evaluation also looks at the difficulties and restrictions of using digital technology to implement sustainability, such as the possibility of damaging environmental effects from increased digital use and the danger of escalating social inequities. It talks about how sustainability requires a multifaceted, multidisciplinary approach that considers the intricate relationships between social, environmental and economic systems. The review ends by outlining potential areas for further study and application, such as the demand for more empirical research on the efficiency of digital technologies in promoting sustainability. This literature review, which highlights both the benefits and problems posed by this quickly developing topic, offers a thorough overview of the status of research on sustainability using digital technology. For researchers, practitioners and politicians interested in utilising digital technology to advance sustainability and address urgent environmental and social concerns, it offers insights and recommendations.