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Digital Business Transformation and Marketing Utilizing Digital Tools to Engage Consumers Responsibly and Promote Sustainable Choices
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Author(s): Muhammad Asim Khan (Bahria Business School, Pakistan), Waseem Irshad (Huazhong University of Science and Technology, Wuhan, China)and Sadia Bibi (Girne American University Cyprus, Pakistan)
Copyright: 2026
Pages: 12
Source title:
Value Creation and Circular Business Models for Resource Scarcity
Source Author(s)/Editor(s): Muhammad Suhrab (Huazhong University of Science and Technology, China)and Syed Kamran Sherazi (University of Kotli Azad Jammu and Kashmir, Pakistan)
DOI: 10.4018/979-8-3373-1117-3.ch007
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Abstract
This chapter explores the transformative role of digital tools in business and marketing, emphasizing their potential to engage consumers in a responsible manner while promoting sustainable choices. It delves into the application of innovative digital technologies, including augmented reality (AR), to enhance consumer experiences and facilitate more informed decision-making. By examining real-world case studies and industry trends, the chapter highlights how businesses can leverage AR and other digital tools not only to drive profitability but also to contribute positively to environmental sustainability and social responsibility.
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