Emerging Technologies, Data-Driven Insights, and the Transformation of Marketing Systems.

This special issue focuses on the transformative effects of digital technologies on marketing systems and their broader societal outcomes from a macromarketing perspective. It includes three articles: one analyzing the role of biodigital influencers in tourism marketing through industry practitioner insights; another evaluating the Legatum Prosperity Index (LPI) as a data-driven tool to understand global socio-economic prosperity beyond GDP measures; and a third investigating how market type (Business-to-Business vs. Business-to-Consumer) moderates the impact of privacy practices on customer welfare using global corporate data. Collectively, the issue highlights the need for interdisciplinary research on data governance, algorithmic ethics, and the societal implications of technology-enabled marketing systems, emphasizing the importance of ethical frameworks, regulatory considerations, and sustainable development in digital marketing ecosystems.