Georgia Sakka

Generative AI in Global Marketing for Sustainability: A Systematic Review of Creativity, Cultural Adaptation, and Governance

Generative AI (GenAI) has emerged in global marketing amid intensifying sustainability regulation and scrutiny. Yet the same generative capabilities that can support the detection of greenwashing may also facilitate its production and dissemination. This systematic review examine...

A bibliometric–systematic literature review of generational perspectives in sustainable marketing: consumer behaviour and brand authenticity

Purpose This study aims to examine the evolving literature on sustainable marketing, consumer behaviour and brand authenticity from a generational perspective. Design/methodology/approach A bibliometric–systematic literature review (B-SLR) integrating bibliometric and co-citation...