Systematic Literature Review with PRISMA Model and BIBLIOMETRIC VOSviewer: Integration of Digital Transformation and Integrated Marketing Communication to Support Green Economy

Abstract

Abstract; Digital transformation, Integrated Marketing Communication (IMC), and the green economy are key elements in modern business strategies oriented toward sustainability. This article employs a Systematic Literature Review (SLR) method to identify the relationships and contributions of these three concepts to more efficient and environmentally friendly business practices. Literature analysis reveals that digital technologies, such as artificial intelligence (AI), big data, and blockchain, facilitate the implementation of more effective IMC through personalization, enhanced consumer engagement, and transparency in supply chains. Technology-driven IMC strategies also increase sustainability awareness and strengthen consumer loyalty toward brands. This study provides theoretical contributions by developing an integrated framework for digital transformation, IMC, and the green economy while offering practical and policy recommendations to support sustainable development. The findings are expected to serve as a guide for academics, practitioners, and policymakers in adopting marketing strategies oriented toward sustainability.

Keyword: digital transformation, integrated marketing communication, green economy, systematic literature review, prisma, vosviewer.