How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges

Abstract

Cyber marketing, digital communications, and social media practices for branding and marketing purposes have allowed colleges and universities to engage in sustainable/green marketing. For colleges, this means reducing advertising, marketing, and promotions costs in conjunction with lessening previous environmental impacts of printing, paper waste, mailing brochures, and college recruiter travel and transportation. Digital economy innovations in cyber marketing create channels for advertising and promotion without the carbon footprint issues of previous recruiting approaches. This paper uses a content analysis of the literature to explore how sustainable marketing approaches apply digital economy innovations in cyber marketing and digital communications for student global student marketing and recruiting. The goal is to gain actionable and applied knowledge about how sustainable marketing strategies apply digital economy innovations in cyber marketing and digital communication can influence the world of practice.

Green Marketing in the Digital Age: A Systematic Literature Review

“…The experimental data were analyzed with methods such as deterioration analysis, cluster analysis and component analysis [27], qualitative content analysis [28], and entropy approach [8]. For the systematic review studies, systematic literature review [29,30], meta-analysis [10,11], thematic analysis [31][32][33], content analysis [34,35], and descriptive statistics [21] were used.…”

“…[25] found that green marketing has raised consumer awareness of the environment, and social media has proved to be an effective tool to make internet users aware of green products and their advantages. On the other hand, some studies focused on certain platforms for digital marketing, such as Instagram [28] and websites [35]. Ref.…”

“…Clendennen et al [23] 2021 Frank [24] 2021 Pittman & Abell [25] 2021 Hashmi et al [16] 2021 Erwin et al [38] 2021 Burrell et al [35] 2021 Nyilasy & Gangadharbatla [22] 2016 Šikić [8] 2021 Kusá & Piatrov [40] 2020 Cricelli & Strazzullo [45] 2021 Vishwakarma [32] 2019 Yu et al [55] 2019…”

Securing Tomorrow: Synergizing Change Management and Cybersecurity in the Digital Era

“…As given by Osborne Chambers and Thompson (2024), the theory posits that successful change involves first preparing the organization to accept that change is necessary (Unfreeze), implementing the change (Change), and then solidifying the new processes as the standard (Refreeze). The benefit is that Lewin's model provides a clear and easy-tounderstand framework emphasizing the significance of preparing for change (Burrell et al, 2023). This preparatory stage helps to reduce resistance and anxiety, making the transition smoother.…”

“…This preparatory stage helps to reduce resistance and anxiety, making the transition smoother. The model's simplicity makes it widely applicable across various organizational changes (Burrell et al, 2023). The critique of the model is the critique: Critics argue that Lewin's model may need to be revised for today's complex and rapidly evolving business environment.…”