Improving the sustainable development model of industrial enterprises based on digital marketing technologies

Bazarova, Mamlakat

Иқтисодиёт ва туризм · 2026-yil

Annotatsiya

The accelerating digital transformation of industry and the intensifying pressureof environmental and social expectations have made the integration of digital marketingtechnologies into corporate sustainability agendas an urgent scientific and practical problem. Thisarticle aims to develop an improved model of sustainable development for industrial enterprisesin which digital marketing technologies act as systemic enablers rather than peripheral promotionaltools. The study applies a mixed-methods design that combines a structured literature review,comparative analysis, systematisation, and an empirical assessment of 64 industrial enterprises.The principal result is a three-layer integrated model – the Digital Marketing-Driven SustainableDevelopment (DM-SD) model – which links a digital infrastructure and data layer, a marketingprocess layer, and a sustainable value layer through continuous feedback loops, and which isoperationalised through a maturity scale and a set of measurable indicators. The empiricalassessment confirms a statistically significant positive association between the digital marketingmaturity of enterprises and their composite sustainability performance, with the correlationcoefficient reaching 0.71. The findings demonstrate that data-driven demand sensing, stakeholderengagement, sustainability transparency, and green value proposition design measurably improveeconomic resilience, environmental performance, and social value creation. The proposed modelcontributes to the theory of corporate sustainability by reconceptualising digital marketing as aninstrument of the triple bottom line, and offers industrial managers a structured pathway forembedding digital marketing technologies into sustainable development strategies.

Maqola ma’lumotlari
MualliflarBazarova, Mamlakat
JurnalИқтисодиёт ва туризм
NashriyotБухоро давлат университети
ISSN2004-2024
Nashr sanasi2026-06-08
Jild3
Son29
TilIngliz
Ilmiy sohaIqtisodiyot
Indeksga qo‘shilgan2026-08-26

Maqolaning asl sahifasi

Kalit so‘zlar

digital marketing technologies, sustainable development, industrial enterprises

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APABazarova, Mamlakat (2026). IMPROVING THE SUSTAINABLE DEVELOPMENT MODEL OF INDUSTRIAL ENTERPRISES BASED ON DIGITAL MARKETING TECHNOLOGIES. Иқтисодиёт ва туризм, 3(29). https://interjournal.uz/index.php/journals/article/view/446
GOST (OAK)Bazarova, Mamlakat IMPROVING THE SUSTAINABLE DEVELOPMENT MODEL OF INDUSTRIAL ENTERPRISES BASED ON DIGITAL MARKETING TECHNOLOGIES // Иқтисодиёт ва туризм. – 2026. – T. 3, № 29.
MLABazarova, Mamlakat. “IMPROVING THE SUSTAINABLE DEVELOPMENT MODEL OF INDUSTRIAL ENTERPRISES BASED ON DIGITAL MARKETING TECHNOLOGIES.” Иқтисодиёт ва туризм, 3(29), 2026. https://interjournal.uz/index.php/journals/article/view/446
ChicagoBazarova, Mamlakat. “IMPROVING THE SUSTAINABLE DEVELOPMENT MODEL OF INDUSTRIAL ENTERPRISES BASED ON DIGITAL MARKETING TECHNOLOGIES.” Иқтисодиёт ва туризм, 3(29) (2026). https://interjournal.uz/index.php/journals/article/view/446
HarvardBazarova, Mamlakat (2026) ‘IMPROVING THE SUSTAINABLE DEVELOPMENT MODEL OF INDUSTRIAL ENTERPRISES BASED ON DIGITAL MARKETING TECHNOLOGIES’, Иқтисодиёт ва туризм, 3(29). https://interjournal.uz/index.php/journals/article/view/446
BibTeX
@article{bazarovamamlakat2026,
  title = {IMPROVING THE SUSTAINABLE DEVELOPMENT MODEL OF INDUSTRIAL ENTERPRISES BASED ON DIGITAL MARKETING TECHNOLOGIES},
  author = {Bazarova, Mamlakat},
  journal = {Иқтисодиёт ва туризм},
  year = {2026},
  volume = {3},
  number = {29},
  url = {https://interjournal.uz/index.php/journals/article/view/446}
}

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