Sustainable Marketing, Branding and CSR in the Digital Economy

• Kolejni autorzy: Ozuem, Wilson (Redaktor), Ranfagni, Silvia (Redaktor)
• Format: Elektroniczne Rozdział
• Język: angielski
• Wydane: Basel MDPI - Multidisciplinary Digital Publishing Institute 2023
• Hasła przedmiotowe: 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
• Dostęp online: DOAB: download the publication; DOAB: description of the publication

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...