Analyzing the Role of Digital Marketing, Green Marketing and CSR Policy in Brand Development: A Study of Retail Companies in India

Digital marketing, green marketing, and Corporate Social Responsibility (CSR) policies are some of the hottest themes right now. The main issue, however, is the creation and application of green marketing, as well as the lack of CSR rules in retail companies in India. In this way, the goal of this research was to figure out what function does digital marketing, green marketing, and CSR policies play in brand growth. The case of retail companies were explored in this regard, as it can assist brands that conforms to environmental standards, companies operating in India are making their brand development more effective. A closed-ended survey questionnaire was used to gather quantitative data for the study. A sample size of 524 respondents were used for the study, which gathered information from retail workers. The analysis of Smart PLS was conducted using Structural Equation Modelling (SEM). There was a statistically significant influence of digital marketing, green marketing, and corporate social responsibility policies on the brand development of retail companies operating in India. To ensure brand development, retail companies operating in India should focus on promotional activities, green innovation, green alliances, and environmental transparency. There is, however, some room for future research considering this research is limited to India's geographical boundaries.

Originally issued 2022; pages 2204-2216 in the original pagination.