The increasing adoption of digital technologies and sustainability-oriented business strategies has encouraged organizations to integrate digital marketing capabilities into their long-term value creation processes. This study analyzes the contribution of digital marketing capability to corporate sustainability and financial performance in the banking and manufacturing sectors. The study applies a systematic literature review method based on the PRISMA 2020 protocol. This study selected and synthesized 23 eligible articles published between 2020 and 2026 through identification, screening, eligibility assessment, and inclusion stages. Quality appraisal was conducted using the JBI Critical Appraisal Tool to assess methodological relevance and credibility. The synthesis shows that digital marketing capability has developed from a promotional function into a strategic capability that strengthens data utilization, stakeholder engagement, ESG communication, and sustainable value creation. In the banking sector, fintech adoption and digital banking improve operational efficiency, reduce cost pressure, and strengthen institutional resilience. In the manufacturing sector, digital marketing capability supports green supply chain management, green innovation, and sustainable brand positioning. The findings indicate that digital capability, sustainability integration, and ESG transparency strengthen profitability, firm value, and long-term competitive advantage. This study develops an integrated conceptual understanding based on Resource Orchestration Theory, Stakeholder Theory, and Signaling Theory.
Paramitha Hikmah Rimaningtyas, Izzan Arimi, I. M. Sukresna et al.· Jurnal Ilmiah Manajemen Kesa...· 0 citations
The development of Artificial Intelligence (AI) has fundamentally transformed marketing management through improved analytics capabilities, process automation, and data-driven decision-making. This article aims to systematically examine trends, key applications, and future research directions related to the role of AI in marketing management through a literature review approach. This review integrates findings from various international studies that discuss the implementation of AI in customer analytics, personalization, predictive modeling, customer relationship management, and strategic decision-making. The results of the study show that AI plays an important role in improving operational efficiency, the accuracy of predicting consumer behavior, and the effectiveness of data-driven marketing strategies. Additionally, AI integration allows organizations to develop a competitive advantage through improved customer experience and optimization of marketing resources. However, challenges related to data quality, algorithm transparency, privacy, and organizational readiness remain significant obstacles to the optimal implementation of AI. This article also proposes a conceptual model that describes the role of AI as a key enabler in strategic marketing decision-making. This research makes a theoretical contribution by synthesizing the latest developments and offering a relevant future research agenda for academics and practitioners in the era of artificial intelligence-based digital marketing.
Irawan Yuswono, I. M. Sukresna, I. M. Dirgantara· Veredas do Direito· 0 citations
