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Nainggolan, N. T., Munandar, M., Sudarso, A., Nainggolan, L. E., Fuadi, F., Hastuti, P. et al. (2020). Consumer Behavior in the Digital Era. Yayasan Kita Menulis.

has been cited by the following article:

• TITLE: How Does Sustainable Digital Marketing Affect Consumer Behavior?

  AUTHORS: Lifang Yao

  KEYWORDS: Digital Marketing, Sustainability Awareness, Consumer Behavior

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.14 No.3, March 25, 2024

  ABSTRACT: This study delves into the intricate relationship between sustainable digital marketing and consumer behavior, revealing multifaceted insights through correlation analysis. The findings emphasize the need for marketers to strike a delicate balance between engaging consumers with digital content and avoiding content overload to influence behavior effectively. Moreover, the study highlights a potential gap between consumers’ awareness of sustainability issues and their actual behavior, underscoring the importance of educational initiatives and transparent communication strategies. On a positive note, correlations indicate the potential of sustainability messaging to drive consumer behavior and the importance of building trust in sustainability efforts. Overall, these insights enable businesses to develop targeted, effective sustainability strategies that resonate with consumer values, fostering positive changes in behavior and contributing to broader environmental and social goals.