Ivan Zhygalo

Ethical digital marketing strategies for sustainable development: enhancing brand equity and consumer trust in the online era

Purpose – This study aims to critically investigate how ethical digital marketing strategies systematically contribute to sustainable development by functioning as governance mechanisms of Corporate Digital Responsibility (CDR), mitigating greenwashing, and translating digital tr...

Ethical digital marketing strategies for sustainable development: enhancing brand equity and consumer trust in the online era

Purpose – This study aims to critically investigate how ethical digital marketing strategies systematically contribute to sustainable development by functioning as governance mechanisms of Corporate Digital Responsibility (CDR), mitigating greenwashing, and translating digital tr...