STRATEGIC HUMAN RESOURCE MANAGEMENT, DIGITAL COMMERCE, AND AI-DRIVEN MARKETING: AN INTEGRATED FRAMEWORK FOR SUSTAINABLE BUSINESS GROWTH AND ORGANIZATIONAL PERFORMANCE

Abstract

Digital transformation has intensified the need for organizations to align workforce strategy, digital commerce systems, and intelligent marketing capabilities. This comprehensive review examines how strategic human resource management, digital commerce, and AI-driven marketing support sustainable business growth and organizational performance. The review synthesizes literature on digital workforce planning, reskilling, platform-based commerce, marketing automation, predictive analytics, customer personalization, employee engagement, organizational resilience, and ethical governance. The findings indicate that strategic human resource management provides the capability foundation by developing digital skills, adaptive leadership, cross-functional collaboration, and continuous learning. Digital commerce serves as the value-creation and delivery infrastructure through online platforms, fintech integration, omnichannel systems, and network-based business models. AI-driven marketing serves as the customer-intelligence mechanism by enabling segmentation, forecasting, automation, personalization, and real-time engagement. Their coordinated integration can strengthen innovation, productivity, customer experience, revenue generation, and resilience. However, sustainable outcomes depend on reliable data, employee trust, human oversight, privacy protection, algorithmic fairness, and accountable governance. The review proposes an integrated framework linking people, commerce, and marketing capabilities through innovation, efficiency, engagement, and customer value. Future research should empirically test this framework across industries, firm sizes, and national contexts using longitudinal and standardized performance measures. It identifies research priorities concerning human–AI collaboration, digital inclusion, and environmental performance measurement.