Sustainability-Driven Digital Marketing in Entrepreneurship via Business Intelligence Systems

¹ Dean of Business and Innovative Education Faculty, Tashkent International University, Tashkent, Uzbekistan
² Head of Startup and Innovative Entrepreneurship Development Department, Kokand University, Kokand City, Republic of Uzbekistan
³ Head of department, Kokand University, Kokand City, Uzbekistan
⁴ PhD, Head of department, Kokand University, Kokand city, Uzbekistan
⁵ Professor, The Department of Social Sciences, Tashkent State Transport University, Tashkent, Uzbekistan

^* Corresponding author: ifoziljonov@tsue.uz

Abstract

Sustainability-driven digital marketing strategies have enabled the formulation of multiple business intelligence models with considerable economic, environmental, and social benefits. Advancements on data-driven decision-making are challenging traditional conceptions of entrepreneurial growth and market competitiveness, and in the process, opening up windows of opportunity for reducing the uncertainties associated with sustainability transitions. As little is known about where sustainability-driven digital marketing is gaining momentum beyond developed economies and corporate enterprises, the purpose of this study is to map in what contexts of entrepreneurship it is perceived to gain traction. Drawing on data from market analytics and survey-based research in emerging economies, we identify a long tail of micro-enterprises and startups in which a total of 135 unique digital marketing frameworks operate, including sectors such as green retail, eco-tourism, and sustainable fashion. Our findings reveal a strong, positive correlation coefficient (r = 0.87) between business intelligence adoption and market expansion in sustainability-driven ventures. However, entrepreneurs do not passively comply. Rather, their strategic initiatives and adaptive capabilities are integrated into the dynamics of sustainability-focused digital ecosystems. The study concludes by identifying key challenges, reflecting on the application of business intelligence systems in the field of sustainable entrepreneurship, and proposing suggestions for future research and policy development. The theoretical and practical insights enrich understandings of the workings of sustainability-driven digital marketing in experiences of entrepreneurial resilience and market transformation.