Social, economic, and environmental implications of drones in marketing: A framework of safeguards for sustainable technology implementation
基于240名专家和公众的定性调查，研究了商用无人机在营销中的可持续性影响，提出了技术、政策和包容性公众三类保障措施来减少危害并提升效益。
Emerging technologies in marketing can bring sustainability benefits but can also cause harms to the environment, the economy, and society. To better realize global sustainability goals, this empirically grounded study contributes a framework of safeguards for technologies in marketing. Focusing on the increasingly prevalent technology of commercial aerial drones, the authors employed inductive research involving a fully qualitative survey of 240 commercial drone experts, marketing professionals, and the general public to explore the sustainability implications of commercial drones. The findings reveal that commercial drones are linked to a range of benefits and harms, and that three groups of safeguards – technical safeguards, policy safeguards, and inclusive public safeguards – could create value by reducing the possible harms and bolstering the benefits of commercial drones in marketing.