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Marketing and Management as Engines for Success in a Framework...
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Marketing and Management as Engines for Success in a Framework of Environmental and Social 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 (30 April 2021) | Viewed by 39785

Special Issue Editors

Prof. Dr. María-Ángeles Revilla-Camacho

E-Mail Website
Guest Editor
Departamento de Administración de Empresas y Marketing, Universidad de Sevilla, Av. Ramón y Cajal 1, 41005 Sevilla, Spain
Interests: value co-creation; hospitality management; entrepreneurship; social sustainability; marketing ethics; legitimacy
Prof. Dr. Dolores Garzón

E-Mail Website
Guest Editor
Department of Business Administration, University of Valencia, 46010 València, Spain
Interests: entrepreneurship; environmental sustainability; gender
Prof. Dr. Carlos J. Rodríguez-Rad

E-Mail Website
Guest Editor
Departamento de Administración de Empresas y Marketing, Universidad de Sevilla, Av. Ramón y Cajal 1, 41005 Sevilla, Spain
Interests: franchising; marketing strategy; social value; consumer ethics; environmental sustainability

Special Issue Information

Dear Colleagues,

Marketing and management have always been decisive in the capacity of companies and institutions to adapt to the peculiarities of each space and moment. However, it is in special circumstances such as those we are experiencing and those that are about to come when they multiply their value.

Major changes are coming in the markets, in customer needs, and in companies and organizations, and social and environmental sustainability must be a key strategic framework that favors the survival, transformation, and evolution of companies.

It is essential to consider transformational marketing as a fundamental pillar of the strategic decisions needed to face the challenges of this new and unknown reality that society has to deal with. It is urgent and crucial to understand and analyze the changes that have occurred and to develop new marketing and management models that allow companies, entrepreneurs, managers, and directors to successfully face the new situation.

The objective of this Special Issue is to provide a space to propose, criticize, and analyze new models, perspectives, and strategies that provide competitive advantages in this new scenario. Specifically, this Special Issue aims to offer different perspectives on marketing and management as engines for success in a framework of environmental and social sustainability.

Some of the suggested topics of interest are as follows:

  • The new customer experiences;
  • Evaluation of new market segments;
  • Importance of social entrepreneurship;
  • Sustainable business models;
  • The role of institutions in business development;
  • Influence of transformational marketing on organizational change;
  • Detecting and exploiting changes in consumer behavior;
  • Social and environmental influence on consumer behavior;
  • Influence of marketing and management on the adaptation and survival of companies;
  • The importance of marketing in business resilience;
  • Environmental management to survive vs. surviving to help the environment;
  • Internal marketing as a pillar of organizational success;
  • Value delivery network management;
  • Suggestions for new value propositions;
  • Proposal and assessment of new management strategies.

This Special Issue is open to both conceptual and empirical analyses based on theoretical and quantitative methodological approaches.

Prof. Dr. María-Ángeles Revilla-Camacho
Prof. Dr. Dolores Garzón
Prof. Dr. Carlos J. Rodríguez-Rad
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

  • Marketing and management
  • Sustainable business models
  • Consumer behavior
  • Marketing in business resilience
  • New management strategies

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

Published Papers (7 papers)

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Research

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15 pages, 405 KiB  
Article
Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis
by Sufyan Habib, Nawaf N. Hamadneh and Mohammed Arshad Khan
Sustainability 2021, 13(12), 6833; https://doi.org/10.3390/su13126833 - 17 Jun 2021
Cited by 18 | Viewed by 7106
Abstract
This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand [...] Read more.
This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand resonance of lifestyle products in an Indian context. The results from the multiple regression analysis indicate that the proposed hypotheses are valid, that relationship marketing significantly affects brand resonance, and that eWOM significantly mediates the relationship between the relationship marketing and brand resonance of branded apparel. The findings suggest that personalized attention and tangible rewards are effective relationship marketing strategies, and that these relationship-marketing practices—in association with eWOM—build up the strong brand resonance of branded apparel. The present study recommends that marketers should place emphasis on effective online and offline relationship marketing strategies, and should design appropriate eWOM strategies to enhance brand loyalty, brand attachment, brand community and brand engagement. Some of the managerial implications and the future scope of study based on the empirical findings are also highlighted in the present research work. Full article
(This article belongs to the Special Issue Marketing and Management as Engines for Success in a Framework of Environmental and Social Sustainability)
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15 pages, 1568 KiB  
Article
On the Identification of the Key Factors for a Successful Use of Twitter as a Medium from a Social Marketing Perspective
by Ester Guijarro, Cristina Santadreu-Mascarell, Beatriz Blasco-Gallego, Lourdes Canós-Darós and Eugenia Babiloni
Sustainability 2021, 13(12), 6696; https://doi.org/10.3390/su13126696 - 12 Jun 2021
Cited by 9 | Viewed by 2919
Abstract
Public administrations are organizations whose mission is to serve the interests of society by providing efficient and sustainable services. Much of the information received from public administrations uses social media due to their versatility and capacity to reach a large number of citizens. [...] Read more.
Public administrations are organizations whose mission is to serve the interests of society by providing efficient and sustainable services. Much of the information received from public administrations uses social media due to their versatility and capacity to reach a large number of citizens. Among them, Twitter is the most widely used, especially to disseminate messages with a high social content. This type of messages falls within the discipline of social marketing. However, when public administrations use Twitter for social marketing communication, it is not known which factors are the most decisive to achieve the social objective for which they are issued. This article provides an answer to this question, using the Analytic Network Process Multicriteria method to determine which factors matter and how they are interrelated when issuing social marketing messages through Twitter. The result of this research reveals that from the 22 factors analyzed, the most influential from a social marketing point of view are the average age of population, the existence of a strategic communication plan, the number of tweets and the average number of tweets per day, the number of followers, retweets and mentions, as well as the efficiency of the account. Full article
(This article belongs to the Special Issue Marketing and Management as Engines for Success in a Framework of Environmental and Social Sustainability)
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15 pages, 2567 KiB  
Article
Investigating the Negative Effects of Emojis in Facebook Sponsored Ads for Establishing Sustainable Marketing in Social Media
by Jungwoo Lee, Cheong Kim and Kun Chang Lee
Sustainability 2021, 13(9), 4864; https://doi.org/10.3390/su13094864 - 26 Apr 2021
Cited by 8 | Viewed by 7756
Abstract
Emojis are prevalent in modern social media advertising. Despite this fact, little research can be found on its effects on consumer purchase intentions. This study seeks to examine purchase intentions in the context of Sponsored Ads on Facebook News Feeds, their perceived intrusiveness, [...] Read more.
Emojis are prevalent in modern social media advertising. Despite this fact, little research can be found on its effects on consumer purchase intentions. This study seeks to examine purchase intentions in the context of Sponsored Ads on Facebook News Feeds, their perceived intrusiveness, and how the added factor of emoji presence can further affect consumer perception in order to suggest a pathway for establishing sustainable marketing strategies. We investigated the effect of emojis on consumers and then the extent to which ad personalization can attenuate intrusiveness to the point of influencing purchase intentions. In the empirical investigations (an online study) conducted, the study revealed several interesting findings. First, the emoji presence in Sponsored Ads on the News Feed did not prompt the users’ perceived intrusiveness. Second, the emoji use led to decreased purchase intentions. Third, the perceived intrusiveness did not mediate the relationship between emoji presence (vs. absence) and purchase intentions. Lastly, the emoji presence decreased perceived intrusiveness and also increased purchase intentions when consumers perceived ads to be less personalized. The findings of this research provide both theoretical and managerial implications of the effects of emojis, and the reasons as to why their usage affects the desired ad goals when used in Sponsored Ads on Facebook from the perspective of sustainable marketing. Full article
(This article belongs to the Special Issue Marketing and Management as Engines for Success in a Framework of Environmental and Social Sustainability)
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14 pages, 284 KiB  
Article
Promotion of Environmental Education in the Spanish Compulsory Education Curriculum. A Normative Analysis and Review
by Ana Pellín Carcelén, Nuria Cuevas Monzonís, Ana Rodríguez Martín and Vicente Gabarda Méndez
Sustainability 2021, 13(5), 2469; https://doi.org/10.3390/su13052469 - 25 Feb 2021
Cited by 6 | Viewed by 2630
Abstract
The environmental education and the promotion of the sustainability are two of the main axes in the international guidelines around the world. Education institutions must play an active role to achieve environment and sustainability awareness, and government educational policies should provide education institutions [...] Read more.
The environmental education and the promotion of the sustainability are two of the main axes in the international guidelines around the world. Education institutions must play an active role to achieve environment and sustainability awareness, and government educational policies should provide education institutions the necessary tools. This study tries to analyze the way in which these topics have been integrated in the Spanish compulsory curriculum through the normative review. Specifically, a content analysis has been used to quantify environmental and sustainability references, both in the subjects they integrate and the contents and standards which they relate with. The results show that: (1) there is not a transversal consideration of these terms; (2) the integration is greater in the Secondary Education; (3) environmental and sustainability treatment is mostly theoretical and focused on instrumental subjects; (4) when the approach is practical, it is often linked to reflections processes. Thus, we conclude on the need for governmental institutions to increase the presence of these terms in the educational curriculum and to integrate them in a transversal way and, through specific content, skills that contribute to build a collective social awareness of the importance of these phenomena in our society, including them as content as well as in the initial and continuous training. Full article
(This article belongs to the Special Issue Marketing and Management as Engines for Success in a Framework of Environmental and Social Sustainability)
21 pages, 1858 KiB  
Article
Rational Herding in Reward-Based Crowdfunding: An MTurk Experiment
by Irene Comeig, Ernesto Mesa-Vázquez, Pau Sendra-Pons and Amparo Urbano
Sustainability 2020, 12(23), 9827; https://doi.org/10.3390/su12239827 - 24 Nov 2020
Cited by 11 | Viewed by 3139
Abstract
Crowdfunding is gaining popularity as a way of financing social sustainable initiatives. We performed a controlled economic experiment in MTurk by simulating a crowdfunding platform and developed a theoretical model that rationalizes herding behavior. The experiment was designed to test and quantify the [...] Read more.
Crowdfunding is gaining popularity as a way of financing social sustainable initiatives. We performed a controlled economic experiment in MTurk by simulating a crowdfunding platform and developed a theoretical model that rationalizes herding behavior. The experiment was designed to test and quantify the causal effects of revealing specific information to prospective backers: (i) the number of early contributors already financing the project and (ii) positive opinions of other backers versus those of experts. The results show that early contributions to the campaign and positive opinions of peers act as a reinforcing signal to potential backers and affect backers’ beliefs about the probability of success, increasing contributions to the campaign. Furthermore, we show that herding is rational and set expectations on when we should observe rational herding and when not. The theoretical model captures the rational herding, which may be the main information aggregation path in reward-based crowdfunding platforms, and can help managers increase the likelihood of success in crowdfunding campaigns. Full article
(This article belongs to the Special Issue Marketing and Management as Engines for Success in a Framework of Environmental and Social Sustainability)
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22 pages, 2890 KiB  
Article
Detecting Weak Signals of the Future: A System Implementation Based on Text Mining and Natural Language Processing
by Israel Griol-Barres, Sergio Milla, Antonio Cebrián, Huaan Fan and Jose Millet
Sustainability 2020, 12(19), 7848; https://doi.org/10.3390/su12197848 - 23 Sep 2020
Cited by 29 | Viewed by 7173
Abstract
Organizations, companies and start-ups need to cope with constant changes on the market which are difficult to predict. Therefore, the development of new systems to detect significant future changes is vital to make correct decisions in an organization and to discover new opportunities. [...] Read more.
Organizations, companies and start-ups need to cope with constant changes on the market which are difficult to predict. Therefore, the development of new systems to detect significant future changes is vital to make correct decisions in an organization and to discover new opportunities. A system based on business intelligence techniques is proposed to detect weak signals, that are related to future transcendental changes. While most known solutions are based on the use of structured data, the proposed system quantitatively detects these signals using heterogeneous and unstructured information from scientific, journalistic and social sources, applying text mining to analyze the documents and natural language processing to extract accurate results. The main contributions are that the system has been designed for any field, using different input datasets of documents, and with an automatic classification of categories for the detected keywords. In this research paper, results from the future of remote sensors are presented. Remote sensing services are providing new applications in observation and analysis of information remotely. This market is projected to witness a significant growth due to the increasing demand for services in commercial and defense industries. The system has obtained promising results, evaluated with two different methodologies, to help experts in the decision-making process and to discover new trends and opportunities. Full article
(This article belongs to the Special Issue Marketing and Management as Engines for Success in a Framework of Environmental and Social Sustainability)
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Review

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28 pages, 13907 KiB  
Review
Sustainability and Kaizen: Business Model Trends in Healthcare
by Oscar Morell-Santandreu, Cristina Santandreu-Mascarell and Julio García-Sabater
Sustainability 2020, 12(24), 10622; https://doi.org/10.3390/su122410622 - 18 Dec 2020
Cited by 12 | Viewed by 7764
Abstract
Kaizen, or continuous improvement, is a management tool that allows the identification of activities that have no value in the processes examined. This identification leads to the improvement of these processes within any organization and promotes economic and social sustainability, and to a [...] Read more.
Kaizen, or continuous improvement, is a management tool that allows the identification of activities that have no value in the processes examined. This identification leads to the improvement of these processes within any organization and promotes economic and social sustainability, and to a lesser extent environmental sustainability. Kaizen, already widely and successfully employed in the industrial sector, is now being applied in the health sector. However, the health sector tends to publish only the results of how processes have been improved in finely focused areas and the resulting benefits. The majority of the benefits focus on time and cost reduction. In this study, the authors carried out a bibliometric analysis using the Scimat program, which maps the thematic evolution of Kaizen in the health sector and its relationship with sustainability, in order to promote the interest of the health sector for this type of process improvement. The findings confirm that the implementation of Kaizen is recent and constantly evolves and grows, and that it can help economic and social sustainability, and to a lesser extent environmental sustainability. Full article
(This article belongs to the Special Issue Marketing and Management as Engines for Success in a Framework of Environmental and Social Sustainability)
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