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Digital Marketing and Business Sustainability
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Digital Marketing and Business Sustainability

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (25 December 2023) | Viewed by 102410

Special Issue Editors

Dr. Simona Sternad Zabukovsek

E-Mail Website
Guest Editor
Department of E-Business, Faculty of Economics and Business, University of Maribor, SI-2000 Maribor, Slovenia
Interests: acceptance of business information systems; digital marketing; digital transformation; e-business; e-learning
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Samo Bobek

E-Mail Website
Guest Editor
Department of E-Business, Faculty of Economics and Business, University of Maribor, SI-2000 Maribor, Slovenia
Interests: e-business; e-learning; digital transformation; digital marketing
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Zoran Kalinić

E-Mail Website
Guest Editor
Faculty of Economics, University of Kragujevac, 34000 Kragujevac, Serbia
Interests: electronic commerce; mobile payment systems; digital marketing; artificial intelligence in business

Special Issue Information

Dear Colleagues,

Sustainability impacts nearly all areas of organizations. Doing business is becoming more and more sustainable as organizations apply sustainable business models. Interaction with customers is approached with the aim of enhancing customer experience. Customer relationship management (CRM) and the digitalization of distribution channels are prevailing in digitalized business models. Sustainability has become an important concern of organizations, requiring them to address three facets of sustainability:  social, environmental and economic sustainability. Social, environmental and economic sustainability goals can be achieved through digital transformation with digital marketing concepts and technologies.

Digital marketing refers to conducting marketing activities through digital channels such as websites, search engines, email, social media, and mobile applications. These channels are used to establish and maintain relations with current and prospective customers and foster one-to-one marketing. Organizations need to integratethe  building blocks of digital marketing, such as inbound, search engine, content, social media, and mobile marketing; search engine optimization (SEO); marketing automation; affiliate marketing; native advertising; and online PR. These strategies can significantly impact an organization's sustainability identity while introducing social, environmental and economic sustainability in business models and business processes. They also guide sustainable digital marketing, enabling the sustainable and ethical advertisement of sustainable products, services and business operations. This involves promoting sustainable and fair brand products/services and environmentally responsible methods and practices in a way that is profitable in the long term for the organization, people and the planet.

Original research articles and reviews are welcome. Research areas may include (but are not limited to) the following areas of digital marketing and sustainability:

  • Sustainable digital transformation;
  • Sustainable digital marketing; 
  • Impact of digital marketing on social, environmental and economic  sustainability;
  • Customer experience;
  • User experience;
  • Customer relationship management;
  • Consumer behaviour in a digital environment;
  • Email marketing;
  • Mobile marketing;
  • Content marketing;
  • Marketing automation;
  • Search engine optimization;
  • Social networks marketing;
  • Sustainable digital marketing concepts, tools and technologies related to business-to-customer (B2C) marketing;
  • Sustainable digital marketing concepts, tools and technologies related to business-to-business (B2B) marketing;
  • Digital marketing in different industries.

We look forward to receiving your contributions. 

Dr. Simona Sternad Zabukovsek
Prof. Dr. Samo Bobek
Prof. Dr. Zoran Kalinić
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 single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly 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 2400 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
  • sustainable digital marketing
  • social sustainability
  • environmental sustainability
  • economic sustainability
  • customer experience
  • customer relationship management
  • internet marketing
  • mobile marketing
  • social media marketing

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Published Papers (5 papers)

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Research

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19 pages, 551 KiB  
Article
The Development of E-Banking Services Quality Measurement Instrument: MPQe-BS
by Domen Malc, Jasmina Dlačić, Aleksandra Pisnik and Borut Milfelner
Sustainability 2023, 15(16), 12659; https://doi.org/10.3390/su151612659 - 21 Aug 2023
Viewed by 3086
Abstract
Perceived service quality is a well-researched concept in the marketing literature. Several measurement scales have been proposed, including for banking services, but most apply to the physical service environment. On the other hand, there is a lack of instruments available to measure the [...] Read more.
Perceived service quality is a well-researched concept in the marketing literature. Several measurement scales have been proposed, including for banking services, but most apply to the physical service environment. On the other hand, there is a lack of instruments available to measure the quality of banking services in a digital environment. Nowadays, especially pushed by the COVID-19 situation and sustainable development goals promoted by the United Nations, digitalization of services is a new normal. It is often perceived as a green banking practice and a prerequisite to contribute to the SDGs and environment per se. The purpose of this paper is to develop and validate a perceived quality scale of e-banking services. The proposed measurement model was tested on a convenience sample of 335 respondents from Slovenia and Croatia via web-based questionnaires. Content validity, construct validity, dimensionality, and discriminant validity were assessed with EFA and CFA. The results prove that the instrument is appropriate for measuring the perceived quality of e-banking services. It measures six dimensions: efficiency, availability, contact, design, security, and fulfillment. Additional group analysis shows that the scale applies to different cultural contexts. The main limitation of the research is that the instrument measures only the perceived quality of e-banking services provided through online channels. The main theoretical and managerial implications are also discussed. Full article
(This article belongs to the Special Issue Digital Marketing and Business Sustainability)
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24 pages, 4765 KiB  
Article
Assessment of Influencing Factors on Consumer Behavior Using the AHP Model
by Marko Šostar and Vladimir Ristanović
Sustainability 2023, 15(13), 10341; https://doi.org/10.3390/su151310341 - 30 Jun 2023
Cited by 12 | Viewed by 41292
Abstract
The influence of numerous factors determines and changes the daily behavior of consumers. This paper aims to estimate and rank the weight of cultural, social, personal, and psychological factors that change the buying habits of individuals. The research was conducted on a sample [...] Read more.
The influence of numerous factors determines and changes the daily behavior of consumers. This paper aims to estimate and rank the weight of cultural, social, personal, and psychological factors that change the buying habits of individuals. The research was conducted on a sample of 559 respondents in the Republic of Croatia. Data from the survey were used to create a hierarchical model structure. The analytic hierarchy process (AHP), as a decision-making method, was used in the analysis to estimate and rank the factors that influence consumer habits. An analysis of results showed that personal and psychological factors have the principal influence on consumer habits. Personal budget, as the dominant criterion in a group of set criteria, contributed to the fact that personal factors have the dominant influence on consumer habits. Full article
(This article belongs to the Special Issue Digital Marketing and Business Sustainability)
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21 pages, 1012 KiB  
Article
Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context
by Ashraf Mohamed Anas, Ahmed Hassan Abdou, Thowayeb H. Hassan, Wael Mohamed Mahmoud Alrefae, Fathi Mohammed Daradkeh, Maha Abdul-Moniem Mohammed El-Amin, Adam Basheer Adam Kegour and Hanem Mostafa Mohamed Alboray
Sustainability 2023, 15(9), 7207; https://doi.org/10.3390/su15097207 - 26 Apr 2023
Cited by 13 | Viewed by 8514
Abstract
Recently, social media marketing has become an effective tool for restaurants to gain visibility, increase customer engagement, and boost sales. Through social media marketing activities (SMMAs) including customization (CUST), entertainment (ENTR), trendiness (TRND), and interaction (INTR), restaurants can connect with their customers in [...] Read more.
Recently, social media marketing has become an effective tool for restaurants to gain visibility, increase customer engagement, and boost sales. Through social media marketing activities (SMMAs) including customization (CUST), entertainment (ENTR), trendiness (TRND), and interaction (INTR), restaurants can connect with their customers in a dynamic way that may affect their satisfaction and purchasing behavioral intention. Hence, this study primarily aims to empirically explore the individual influence of SMMAs namely CUST, ENTR, TRND, and INTR on social media followers’ satisfaction and purchase intention in a sample of casual-dining restaurants in Saudi Arabia. Furthermore, drawing on the Stimulus-Organism-Response (S-O-R) model, we also seek to investigate the influence of customer satisfaction as a mediating variable in the relationship between CUST-PI, ENTR-PI, TRND-PI, and INTR-PI. Furthermore, to examine the direct influence of CS on PI. In order to meet these objectives, an online survey was created to collect data from a convenience sample of restaurant social media followers. Data from 415 followers were analyzed using the PLS-SEM with a bootstrapping technique to confirm the research hypotheses. The findings of the study illustrated the significant positive effect of CUST, ENTR, and INTR on followers’ purchase intention, respectively. Trendy social media marketing activities did not significantly affect purchase intention. Additionally, CS partially mediated the relationships between CUST, ENTR, INTR, and PI but fully mediated the trendiness-purchase intention relationship. The results from this research can assist restaurant operators to leverage the benefits of social media more effectively by understanding how SMMAs influence customers’ purchase intentions and enhancing their understanding of how customer satisfaction can be used to capitalize on the benefits of social media. Full article
(This article belongs to the Special Issue Digital Marketing and Business Sustainability)
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21 pages, 907 KiB  
Article
Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study
by Jianli Gao, Abu Bakkar Siddik, Sayyed Khawar Abbas, Muhammad Hamayun, Mohammad Masukujjaman and Syed Shah Alam
Sustainability 2023, 15(2), 1594; https://doi.org/10.3390/su15021594 - 13 Jan 2023
Cited by 33 | Viewed by 45713
Abstract
The COVID-19 pandemic has remarkably affected the business processes and performance of micro-, small-, and medium-sized enterprises (MSMEs) across the world. MSMEs have had to adopt and implement numerous strategies to sustain their businesses, and their financial and sustainability performance has been impacted [...] Read more.
The COVID-19 pandemic has remarkably affected the business processes and performance of micro-, small-, and medium-sized enterprises (MSMEs) across the world. MSMEs have had to adopt and implement numerous strategies to sustain their businesses, and their financial and sustainability performance has been impacted by their choice of e-commerce (EC) platforms and digital marketing (DM) strategies. The objective of this research was to explore the effects of EC and DM platforms and strategies on facilitating MSMEs’ financial and sustainability performance amid the devastating COVID-19 pandemic. This study gathered data from 212 MSMEs from three districts of Bangladesh. A partial least squares structural equation modeling (PLS-SEM) approach was undertaken, to test the hypothesized model. The findings revealed that e-commerce had a significant association with MSMEs’ financial performance and sustainability amid the pandemic. It was also observed that digital marketing strategies had a substantial impact on MSMEs’ financial performance. However, the linkage between DM strategies and MSMEs’ sustainability was found to be insignificant. Furthermore, it was found that the financial performance of MSMEs mediated the relationship between e-commerce adoption and their sustainability performance. These findings contribute to the extant technology adoption literature, by exploring the role of e-commerce and digital marketing on firms’ financial outcomes amid a global pandemic. Managers and policymakers of small businesses can learn several things from this study, and understand how crucial digital commerce and digital marketing are to their success and long-term survival. Full article
(This article belongs to the Special Issue Digital Marketing and Business Sustainability)
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Review

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17 pages, 1986 KiB  
Review
Exploring Social Media and Organisational Sustainability Performance Goals: Themes, Functional Areas, and Practices Learning from the Preceding Decade
by Fayez Nahedh Alsehani, Ainuddin Wahid Bin Abdul Wahab and Liyana Shuib
Sustainability 2023, 15(3), 2115; https://doi.org/10.3390/su15032115 - 22 Jan 2023
Cited by 2 | Viewed by 2608
Abstract
Enterprises have increased their involvement in sustainability because of social and ecological trends and quickly changing settings. The large-scale environmental influence in attaining sustainability is a serious problem for organisations. Organisations are coping with various negative environmental challenges, and social media is one [...] Read more.
Enterprises have increased their involvement in sustainability because of social and ecological trends and quickly changing settings. The large-scale environmental influence in attaining sustainability is a serious problem for organisations. Organisations are coping with various negative environmental challenges, and social media is one of the driving forces involved in dealing with this difficulty owing to the enormous number of users of social media. Organisations embrace social media to accomplish various goals, such as information sharing, connection building, brand development, boosting awareness, and gathering customer insights. In addition, social media is a critical factor in influencing organisational sustainability performance on an individual and group level. This paper aimed to examine social media and organisational sustainability performance goals, namely themes, functional areas, and practices in the age of social networking. Identifying the goals and themes provided us with the limitations of the research areas. The PRISMA statement 2020 was adopted to include and exclude results and extract the data from three renowned databases: Scopus, Web of Science, and Google Scholar. The major themes were established using the VOSviewer software by using the occurrences of key terms and content analysis. Three major literature themes were identified: organisations and sustainability, corporate social responsibility, and social media. The results indicated that few researchers have contributed to the areas of social media and organisational sustainability performance in the past decade. However, due to the importance of social media in achieving good organisational sustainability performance, organisations have been encouraging the adoption of the use of social media for sustainable development. In addition, Twitter is a social media platform that is widely used by organisations to promote sustainability practices. This study investigated the novel concept of social media to achieve sustainability in organisations, and the results of the study showed that limited research has been conducted, and this could be further explored by researchers in future work. Full article
(This article belongs to the Special Issue Digital Marketing and Business Sustainability)
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