t: In recent years, digital marketing has transformed the way in which companies communicate
with their customers around the world. The increase in the use of social networks and how users
communicate with companies on the Internet has given rise to new business models based on the
bidirectionality of communication between companies and Internet users. Digital marketing, new
business models, online advertising campaigns, and other digital strategies have gathered user
opinions and comments through this new online channel. In this way, companies have started to
see the digital ecosystem as not only their present, but also as their future. From this long-term
perspective, companies are concerned about sustainability and the growth of their business models.
There are new business models on the Internet that support social causes, new platforms aimed at
supporting social and sustainable projects, and digital advertising campaigns promoting sustainability.
The overarching aim of this Special Issue was to analyze the development of these new strategies as
well as their influence on the sustainability of digital marketing strategies. Therefore, we aimed to
analyze how companies adopt these new technologies in a digital environment that is increasingly
concerned with the sustainability of business models and actions on the Internet
