Sustainable digital marketing and E-Commerce growth: Developing a conceptual model for long-term consumer retention and revenue generation
DOI:
https://doi.org/10.51594/gjabr.v3i7.150Abstract
This paper presents a conceptual model for sustainable digital marketing in e-commerce, aimed at enhancing long-term consumer retention and driving revenue generation. The increasing consumer demand for ethically responsible and eco-friendly practices is reshaping the e-commerce landscape, necessitating businesses to adopt sustainable marketing strategies. Through a comprehensive review of existing literature and theoretical frameworks, this study identifies key factors influencing long-term consumer loyalty, including personalization, transparent communication, and the ethical positioning of brands. It proposes a model that integrates digital marketing strategies with sustainability practices, emphasizing the role of technology, ethical marketing, and consumer engagement in fostering lasting brand loyalty. The findings highlight the importance of sustainability in improving brand reputation, increasing consumer trust, and building deeper emotional connections with customers. Additionally, the study explores the use of emerging technologies, such as AI and blockchain, to enhance consumer engagement and operational transparency. By adopting sustainable marketing practices, e-commerce businesses can differentiate themselves, reduce customer churn, and enhance their competitive advantage in a crowded marketplace. This paper concludes with practical recommendations for e-commerce businesses, including the integration of loyalty programs, data-driven personalization, and long-term engagement strategies, to maximize revenue generation through sustained consumer retention. The study also outlines several future research directions, including empirical validation of the proposed model and exploration of sustainable practices in smaller e-commerce businesses.
Keywords: Sustainable Digital Marketing, E-Commerce Growth, Consumer Retention, Revenue Generation, Ethical Marketing, Technology Integration.
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Copyright (c) 2025 Oyeronke Oluwatosin George, Remilekun Enitan Dosumu, Christiana Onyinyechi Makata
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