A SYSTEMATIC LITERATURE REVIEW: INTEGRATED MARKETING STRATEGIES (CHALLENGES AND OPPORTUNITIES) IN DIGITAL TRANSFORMATION AND CIRCULAR ECONOMY

Authors

  • Febri Ramanda Universitas Muhammadiyah Muara Bungo Author
  • Bamy Emely Author
  • Ahmad Kurniawan Author
  • Salsa Billa Author

Keywords:

IMC, transformasi digital, ekonomi sirkular, SLR

Abstract

This study aims to explore the relationship between Integrated Marketing Communication (IMC), digital transformation, and the circular economy. Using the PRISMA-based Systematic Literature Review (SLR) method, 31 articles from the last decade were analyzed to identify key trends, challenges, and opportunities. The results indicate that IMC plays an important role in supporting digital transformation through the integration of technologies such as social media and IoT, as well as promoting circular economy values to raise sustainability awareness. However, there are challenges in aligning digital transformation with circular economy goals. This study recommends a holistic approach to integrating these three elements to support sustainable business practices.

Keywords: IMC, digital transformation, circular economy, SLR

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Published

2025-08-13

Issue

Vol. 1 No. 1 (2025): Business and Tecnology

Section

Articles

How to Cite

A SYSTEMATIC LITERATURE REVIEW: INTEGRATED MARKETING STRATEGIES (CHALLENGES AND OPPORTUNITIES) IN DIGITAL TRANSFORMATION AND CIRCULAR ECONOMY. (2025). Business and Technology Journal, 1(1), 11-21. https://journal.ufdk.ac.id/index.php/btj/article/view/28