SUSTAINABLE MARKETING IN THE DIGITAL AGE: THE IMPACT OF E-COMMERCE AND ECOLOGICAL MARKETING STRATEGIES ON THE FORMATION OF THE GLOBAL BRAND IMAGE OF TESLA, SIEMENS AND SCHNEIDER ELECTRIC

Abstract

The article examines the impact of digital marketing strategies on shaping a sustainable brand image in the context of the global economy. The relevance of the study lies in the increasing importance of ecological responsibility for businesses, as consumers prioritize companies demonstrating commitment to sustainability. The research aims to explore the role of digital tools in promoting sustainable marketing practices and enhancing brand reputation in competitive markets. The study employs content analysis of corporate reports, marketing campaigns, and scientific publications, along with the application of analytical digital tools such as SEO analysis, social media monitoring, and environmental brand positioning assessment. These methods allow for a comprehensive evaluation of how leading global companies integrate sustainability principles into their digital marketing strategies. Additionally, expert interviews and case studies provide deeper insights into the effectiveness of various digital approaches in reinforcing corporate sustainability commitments. The findings reveal that businesses leveraging digital transformation can effectively implement sustainability-oriented marketing approaches. The use of big data, artificial intelligence, and blockchain fosters transparency in production processes, optimizes supply chains, and enhances corporate environmental responsibility. Companies such as Tesla, Siemens, and Schneider Electric successfully apply eco-branding, product certification under international standards, and business model adaptation to circular economy principles. Furthermore, digital storytelling and influencer collaborations are identified as crucial tools in communicating sustainability efforts to target audiences. The study demonstrates that consumer preference increasingly shifts toward brands that actively promote sustainability, leading to higher trust and customer loyalty. The practical significance of the research lies in the recommendations provided for improving digital marketing strategies aimed at strengthening the ecological image of brands and increasing their competitiveness in the global information space. The results highlight the necessity of integrating sustainable marketing into digital economies as a key factor for long-term corporate success while emphasizing the growing role of interactive and AI-driven engagement techniques.