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Administrative Sciences
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Digital Marketing in the Strategic Organisational Transformation toward Corporate Social...
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Digital Marketing in the Strategic Organisational Transformation toward Corporate Social Responsibility and Sustainability

A special issue of Administrative Sciences (ISSN 2076-3387). This special issue belongs to the section "Strategic Management".

Deadline for manuscript submissions: 6 June 2025 | Viewed by 77294

Special Issue Editors

Dr. José Duarte Santos

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Guest Editor
Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO), Porto, Portugal
Interests: digital customer relationship management; digital marketing strategy; digital transformation
Prof. Dr. Fernando Almeida

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Guest Editor
Faculty of Engineering, Universidade do Porto, Porto, Portugal
Interests: innovation; entrepreneurship; economic sustainability
Prof. Dr. Paulo Botelho Pires

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Guest Editor
Centre for Organizational and Social Studies of the Polytechnic of Porto (CEOS.PP), Porto, Portugal
Interests: consumer behavior; customer experience; digital marketing
Dr. Inês Veiga Pereira

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Guest Editor
Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO), Porto, Portugal
Interests: branding; business communication; social marketing

Special Issue Information

Dear Colleagues,

You are invited to submit a paper for possible inclusion in a special issue of ‘Administrative Sciences’ entitled ‘Digital Marketing in the Strategic Organisational Transformation toward Corporate Social Responsibility and Sustainability’.

Digital marketing is not a new concept, it is not a trend or a fad. Digital marketing has been around for more than twenty years and is now used in all industries and marketing activities, being present at the strategic, tactical, and operational levels. For this reason, it is necessary to know the changes it has brought, both in a theoretical framework, so that it can be taught, and from an empirical perspective, so that it can be applied in real contexts. The changes have been profound and far-reaching. This Special Issue aims to analyse the transversal impact of digital on the marketing of different sectors of economic activity. The goal is to describe the profound changes that digital causes in the main marketing activities and in the sectors where it operates; the influence in strategy, its integration in strategy, possible digital strategies; and to highlight the current practices applied in each of the topics discussed. Possible, non-exclusive areas of activity for digital marketing topics:

  • Agriculture sector
  • Automotive sector
  • Aviation Sector
  • Education sector
  • Energy sector
  • Financial sector
  • Fishing sector
  • Hospitality sector
  • Mining sector
  • Publishing sector
  • Real estate sector
  • Tourism sector
  • Transformation sector
  • Wine sector

Dr. José Duarte Santos
Prof. Dr. Fernando Almeida
Prof. Dr. Paulo Botelho Pires
Dr. Inês Veiga Pereira
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a double-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Administrative Sciences is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • digital marketing
  • digital transformation
  • strategy management
  • corporate social responsibility
  • transformation sustainable

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Further information on MDPI's Special Issue polices can be found here.

Published Papers (2 papers)

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Research

16 pages, 562 KiB  
Article
The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction
by Joana Araújo, Inês Veiga Pereira and José Duarte Santos
Adm. Sci. 2023, 13(5), 118; https://doi.org/10.3390/admsci13050118 - 26 Apr 2023
Cited by 26 | Viewed by 63615
Abstract
This paper aims to study the effect of corporate social responsibility (CSR) on brand image and brand equity and its impact on consumer satisfaction. The study follows a quantitative methodology, using the implementation of an online questionnaire distributed to people who bought, during [...] Read more.
This paper aims to study the effect of corporate social responsibility (CSR) on brand image and brand equity and its impact on consumer satisfaction. The study follows a quantitative methodology, using the implementation of an online questionnaire distributed to people who bought, during the pandemic, a product that used a CSR action. Subsequently, data were analyzed through Smart PLS, following the Structural Equation Model. It was possible to conclude that the CSR initiatives positively affect consumer satisfaction through the mediating effect of brand image and brand equity. Further, brand image and brand equity improve when companies use CSR initiatives, and, despite what previous research has concluded, consumer satisfaction is not affected directly when CSR initiatives are used. This research has also showed that CSR’s impact on brand image is higher for men, and CSR initiatives’ impact on brand equity is also higher for regular purchase consumers. Full article
(This article belongs to the Special Issue Digital Marketing in the Strategic Organisational Transformation toward Corporate Social Responsibility and Sustainability)
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13 pages, 861 KiB  
Article
Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective
by Diana Rodrigues, Bruno Sousa, Sofia Gomes, José Oliveira and Eunice Lopes
Adm. Sci. 2023, 13(2), 36; https://doi.org/10.3390/admsci13020036 - 28 Jan 2023
Cited by 9 | Viewed by 11648
Abstract
Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges associated with the [...] Read more.
Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges associated with the energy transition, they have to reinvent themselves, retaining a focus on offering a unique and personalized experience for the consumer without forgetting the factors that influence the decision-making process. Therefore, current research aims to understand the relationship between brand love and other behavioral constructs, including brand attachment, brand satisfaction, brand loyalty, and positive word of mouth, as well as its influence on consumer behavior in the Portuguese automotive market, more specifically regarding the brands Audi, BMW, and Mercedes-Benz. Based on the literature review, a questionnaire survey was conducted on a group of 324 respondents. From this sample, it was possible to develop a conceptual model and formulate six research hypotheses. The results reveal that brand attachment and satisfaction have a positive influence on brand love, which has a positive influence on brand loyalty and positive word of mouth. In addition, brand attachment is positively related to brand loyalty, which has a positive impact on loyalty. Therefore, this article presents some insights from the perspective of digital marketing (i.e., e-WOM and social networks) and territory management (i.e., notoriety and positioning of territories). In the end, the limitations of the study will be presented, and guidelines for future research will be outlined. Full article
(This article belongs to the Special Issue Digital Marketing in the Strategic Organisational Transformation toward Corporate Social Responsibility and Sustainability)
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