Smart Sustainable Marketing and Emerging Technologies: Evidence from the Greek Business Market

In the market-shaping literature, markets are viewed as the results of intentional and planned acts. Market shapers do not often create technology themselves despite the fact that technical advancements can hasten changes in smart sustainable marketing. This study assessed the development of emerging technologies in business informatics with a focus on smart sustainable marketing and its relevant emerging technologies. Data were collected using an online questionnaire from 320 marketing professionals in Greece. The study revealed that emerging technologies have a significant relationship with smart sustainable marketing. Drivers of smart sustainable marketing positively enhance the effectiveness of smart sustainable marketing, and innovations in business informatics have a positive effect on smart sustainable marketing. It is clear from our results that the area of emerging technologies and smart sustainable marketing has not received much attention since such developments depend on complementary technologies that make it possible for emerging methods or technologies to integrate resources and co-create value. This study conceptually distinguishes between technology as a market offering and technology as a business platform for market shaping and innovation. Managers in the business industry and elsewhere are urged by this research to more closely examine the development of ancillary technologies, which could serve as platforms for market innovation and market shaping. Discovering and taking advantage of these opportunities is crucial for success in smart sustainable marketing. This study also presents a significant addition to the academic community because of the empirical evidence on the relationships between business informatics, smart sustainable marketing, and new technology. In terms of technology, it expands the theoretical framework of market dynamics and offers a novel perspective on the ways in which technology influences the structure and sustainability of markets.