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Sustainable Marketing, Branding and CSR in the Digital Economy

Sustainable marketing practice is essential for developing a more comprehensive understanding of consumers' purchase decisions in dynamic digital marketing environments. Scholars and practitioners conceive sustainable marketing practices as episodic, predicated on temporal practices in response...

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Bibliographic Details
Other Authors: Ozuem, Wilson (Editor), Ranfagni, Silvia (Editor)
Format: Electronic Book Chapter
Language:English
Published: Basel MDPI - Multidisciplinary Digital Publishing Institute 2023
Subjects:
Information technology industries
advertising copy
smartphone consumer
consumer typology
sustainable marketing
unobserved heterogeneity
business analytics
social media
CSR
strategy formulation
strategic planning
governance
celebrity-brand association
real-life setting on social media
para-social interaction
self-brand connection
brand quality
advertising
emotions
emotional states
regions
emotional appeal
adolescents
SNS
emojis
self-presentation
symbolic value
playfulness
need for uniqueness
Internet of Things
business models
smart cities
big data
consumer data
n/a
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Summary:Sustainable marketing practice is essential for developing a more comprehensive understanding of consumers' purchase decisions in dynamic digital marketing environments. Scholars and practitioners conceive sustainable marketing practices as episodic, predicated on temporal practices in response to emerging digital environments. Consumers are increasingly becoming aware of the ecological issues that their consumption creates in the marketplace. Despite the importance of sustainable practices, when and how sustainability occurs regarding the consumer's purchase decision remains largely unexplored. In part, this is because the practices of sustainability in the emerging computer-mediated marketing environments (CMMEs) are difficult to anticipate and study. Much of what we know about sustainable marketing practice is mainly focused on customer-brand relationships. Prior literature examining sustainable marketing practice through CMMEs remains sparse, despite consistent emphasis on the benefits of sustainable marketing practices in the emerging digital world.
Physical Description:1 electronic resource (120 p.)
ISBN:books978-3-0365-7097-6
9783036570969
9783036570976
Access:Open Access

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