MANAJEMEN STRATEGI PEMASARAN DIGITAL: INTEGRASI, IMPLEMENTASI DAN PENGENDALIAN DALAM EKOSISTEM BISNIS MODERN

AbstractThe shift in marketing paradigm reflects a transition from a focus onproduct exclusivity to an emphasis on social value. Increasing social andenvironmental awareness compels companies to integrate social valuesinto their marketing strategies. This paper aims to explore this shiftand analyze its impact on consumer behavior and more sustainablemarketing strategies. This research was conducted through a systematicliterature review. A total of 20 relevant academic sources wereselected based on inclusion and exclusion criteria, including articlesdiscussing social marketing, the impact of social values, and consumerbehavior. The analysis results indicate that companies adopting socialvalues in their marketing not only enhance brand image but also fostercustomer loyalty. However, challenges such as the risk of "woke-washing" and consumer skepticism must be carefully managed. Thisshift presents significant opportunities for companies to strengthentheir relationships with consumers. Therefore, companies areencouraged to ensure that the social values they promote are authenticand relevant, as well as to conduct effective outreach to build publictrust.Keywords:Brand Credibility, Product Exclusivity, Social Marketing,Social Value, Woke-Washing