Stakeholder Engagement in Digital Marketing and Environmental Management

This research analyzes the relationship between digital marketing, stakeholder engagement, environmental management accounting, and environmental performance of listed businesses in Vietnam. It is based on institutional theory, stakeholder theory, legitimacy theory, and signaling theory to discuss how digital tools are used not only as promotional platforms but also as strategic drivers of sustainability. Out of 500 businesses contacted, 393 valid responses were obtained from individuals responsible for marketing and sustainability decisions. Regression and mediation analyses show that digital marketing activities have a positive impact on stakeholder engagement, which in turn drives the adoption of environmental management accounting and improves environmental performance. Stakeholder engagement mediates the effects of digital marketing activities on environmental management accounting practices as well as on environmental performance. The findings suggest that unless accompanied by more significant stakeholder engagement, which helps translate such activities into formal environmental accounting practices and measurable improvements in the environment, though digital platforms enhance communication on transparency efforts. This study contributes to the integration of marketing, accounting, and sustainability research by demonstrating how digital strategies and stakeholder relations jointly influence organizational performance. In practice, it emphasizes the need for businesses to harmonize digital marketing efforts with stakeholder management to institutionalize environmental practices and enhance legitimacy perceptions among regulators, investors, and the general public.