Great progress has been made in the field of marketing and sustainability. Nevertheless, there is still an important gap between the behavior and beliefs of society and markets about sustainability, and companies’ capability to understand and face this trend. Digital marketing is key to filling this gap. However, research in digital marketing and sustainability is very scarce. The purpose of this research is to examine the literature in the subject, since 2009 until 2018, and to elaborate a research agenda about digital marketing and sustainability. Through a previous analysis based on bibliometrics, a research agenda has been developed that shows the main challenges for the digital marketing and sustainability field: (1) customer orientation and value proposition; (2) digital consumer’s behavior; (3) digital green marketing; (4) competitive advantage; (5) supply chain; and (6) capabilities. This work contributes to the development of the research in digital marketing and sustainability, suggesting various challenges for the field that lead to future lines of research, and favoring the development of a new research approach capable of reducing the existing gap between society and business on sustainability issues.

Purpose: – The purpose of this paper is to clarify and extend knowledge concerning the relationship between legitimacy and organizational success within the framework of institutional theory. Design/methodology/approach: – While previous research has found links between legitimacy and organizational success, the authors test this assumption by case analysis, on a sample of thirteen Spanish Mutual Guarantee Societies. Data were collected from survey questionnaire and Annual Financial Reports. Findings: – Results of the empirical examination confirm that, within this population, organizations with greater legitimacy obtain better organizational results as well as improved access to resources. The findings also show that not all dimensions of legitimacy contribute equally to organizational success. Practical implications: – For managers, the authors have included a recommendation that legitimacy is an important element of an organization's success that must be strategically managed and be considered as a required goal in the organization's strategic planning process. Managers should analyze legitimacy, in their own activity sector, to identify the most useful types of legitimacy. In the specific case of Spanish MGSs, the most beneficial strategic actions are those geared towards obtaining pragmatic legitimacy. Originality/value: – The analysis provides a new approach to measure legitimacy. It also provides empirical advances to the organizational legitimacy process, showing its usefulness as a key factor for organizational success.

Researchers establish that the current challenges of human resources management to attract and retain talent are based on fostering and increasing the participation of relationships with employees and sustainably managing the organization and teams. The objective of this article is to evaluate the effect that sustainable human resource management has on social capital, and employee retention and loyalty programs. The information required to carry out the empirical analysis was obtained from an online survey to Spanish universities. Data processing was conducted by using the PLS-SEM technique. The results obtained show that social sustainability actions influence the social capital perceived by employees significantly and that social capital influences their loyalty and retention significantly. However, we found that social sustainability actions influence employee loyalty and retention significantly and positively only when it mediates between social capital. This research contributes to the management of organizations and suggests human capital managers to have a greater relational management of human resources in the connection, involvement and transparency of their social sustainability actions in order to achieve greater loyalty and retention ratios, better performance of the organization and, in general, a greater benefit for society.