Marketing Communications: Embedding Sustainability Practices in a Changing World

Adeola, Ogechi; Evans, Olaniyi

doi:10.1007/978-3-030-95581-6_12

Cited by 4 publications

(2 citation statements)

References 26 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This model guides enterprises in aligning their communication strategies with sustainability goals [32]. Authors also consider how the COVID-19 pandemic forced businesses to revisit their marketing communications [33].…”

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Relationships between Sustainable Operations and the Resilience of SMEs

Pércsi,

Fülöp

2024

Sustainability

View full text Add to dashboard Cite

In the 21st century, the primary concerns within our society and economic framework revolve around securing a sustainable future and ensuring our future prospects. The crises witnessed in recent years have both introduced new challenges and revived existing difficulties. The crucial question emerges: can societies and economies demonstrate the resilience necessary to avert impending dangers during such circumstances? This consideration holds particular significance for small and medium-sized enterprises (SMEs) operating in the global economy. SMEs play a vital role in national economies, and their importance is even more pronounced within our national societies. Addressing threats and challenges in the SME sector proves to be more challenging due to their compact size, which lacks the protective shield against various environmental impacts enjoyed by larger enterprises with their greater size and capabilities. On the other hand, due to their smaller size, SMEs may be able to overcome these obstacles more successfully than large enterprises by using the appropriate tools and investing in opportunities. The aim of this article is to investigate to what extent environmental protection investments and other sustainability-related developments increase the resilience of SMEs. In connection with the above mentioned, it was investigated how the combination of marketing communication and sustainability goals, and how appropriate communication of sustainability, contributes to increasing the resilience of Hungarian SMEs. The analysis is based on a grouping of 266 small and medium-sized enterprises using the variables created based on the literature review and expert interviews.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

“…Leveraging digital tools and platforms is essential for businesses to remain relevant in a changing world. Corporate social responsibility (CSR) and promoting sustainability practices are integral parts of effective marketing communication [33].…”

mentioning

confidence: 99%

Relationships between Sustainable Operations and the Resilience of SMEs

Pércsi,

Fülöp

2024

Sustainability

View full text Add to dashboard Cite

show abstract

Does CSR influence consumer behaviour as a marketing tool? Case study from the Slovak food market

Igarová,

Kádeková,

Košičiarová

2023

Media &Amp; Marketing Identity

View full text Add to dashboard Cite

The submitted paper aims at CSR activities and marketing communication of food companies in Slovakia and its influence on consumer behaviour and their decision-making. On the threshold of the 3rd millennium, the CSR of food companies is also connected with rationality and irrationality in creating preferences in consumer shopping behaviour. Corporate social responsibility (CSR) has received much attention in recent years. Food companies are currently using CSR to gain a competitive advantage, and these activities have also penetrated the marketing field. In the field of CSR and the food market in the Slovak Republic, we conducted a survey based on a questionnaire focused on CSR activities as a marketing tool in the food market from the customers’ perspective. In the questionnaire, the most important problems and aspects related to the CSR issue were examined and transferred to the questionnaire offered to online respondents. We ensured the representativeness of the research sample by addressing the questionnaire to target interest groups and respondents of all age categories focused on the food market. Three research questions were set for analysing corporate social responsibility as a marketing tool of food companies in Slovakia from the consumer’s point of view. The questionnaire survey results with 1,254 participating respondents showed that although they are familiar with the concept of CSR, a large percentage of respondents need to learn about these activities or pay more attention to them. Based on our conducted research, customers perceive the CSR activities of food companies in most cases as a marketing communication tool that builds the company’s good name and image. We can also observe a huge impact in the area of rationality and irrationality when creating preferences in the purchasing behaviour of consumers based on CSR activities and their implications and communications with customers. We used the Chi-square test, proportional Z test, two-sample and frequency and contingency tables to evaluate the data statistically. Communication of CSR activities is a difficult task for food companies, which currently brings many threats and opportunities. For this reason, businesses need the right CSR communication strategy to influence consumer attitudes and behaviour effectively. CSR in the food industry is particularly important because of the wide range of potential benefits.

show abstract

Sustainability-Focused Corporate Social Responsibility

Mandal

2024

Advances in Business Strategy and Competitive Advantage

View full text Add to dashboard Cite

It is imperative for companies to incorporate sustainability in all their marketing actions and in their social responsibilities. The objective of the study is to analyze the various aspects of sustainability-focused corporate social responsibility of organizations. The methodology adopted is a conceptual analysis of these aspects. Consumers have sustainability concerns viz. environmental issues and greenwashing. Companies adopt initiatives towards achieving sustainability in the forms of social responsibility marketing and environmental protection. Companies adopt initiatives towards achieving sustainability. Academicians may analyze the various aspects of sustainability and corporate social responsibilities and suggest better and effective measures for companies. Practicing managers will internalize the importance of sustainability and incorporate sustainability in all their marketing actions and social responsibilities and convince society about their commitment towards sustainability. This will enable companies to grow and to achieve business excellence in the long run.

show abstract

Marketing Communications: Embedding Sustainability Practices in a Changing World

Cited by 4 publications

References 26 publications

Relationships between Sustainable Operations and the Resilience of SMEs

Relationships between Sustainable Operations and the Resilience of SMEs

Does CSR influence consumer behaviour as a marketing tool? Case study from the Slovak food market

Sustainability-Focused Corporate Social Responsibility

Contact Info

Product

Resources

About