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Digital Marketing for Sustainable Development

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 (31 July 2023) | Viewed by 12687

Special Issue Editor

Department of Business Administration, Global Business School, Soonchunhyang University, Asan 31538, Republic of Korea
Interests: digital marketing; big data analytics; artificial intelligence; social network analysis; blockchain; text mining; personalized intelligent agents in e-commerce and m-commerce

Special Issue Information

Dear Colleagues,

One of the most important recent challenges in digital marketing is how to build on large volumes of transaction data and transform them into useful knowledge in terms of expanding business value for enterprise. The main concerns of this Special Issue are the data science (DS) and digital transformation (DT) paradigms in digital marketing that transform data into meaningful and useful information, knowledge, and value, based on digital transformation and social data. A variety of interdisciplinary DS and DT approaches can utilize the company's transaction data to improve business performance in the market and the company's market strategy. A digital marketing strategy through a convergent approach based on various digital technologies is essential to secure a company's competitive advantage in the market.

The main goal of this issue is to attract researchers from all over the world who will present their contributions and interdisciplinary approaches around digital marketing and digital transformation. The focus on data science may be aimed at various aspects, such as: data warehousing, reporting, online analytical processing, data analytics, data mining, process mining, text mining, predictive analytics, and prescriptive analytics, as well as various aspects of machine learning, Internet of Things, Social Network Services, and blockchain. We express an interest in gathering scientists and practitioners interested in applying DS and DT approaches in any digital marketing, such as social media, artificial intelligence, social networks, blockchain, as well as in industry sectors and Industry 4.0 approaches.

Submissions are expected from, but not limited to, the following topics:

  • Artificial intelligence, machine learning, deep learning for digital marketing – theoretical and practical aspects;
  • Data privacy and security issues in DS and DT;
  • Specific topics of data science;
  • Impacts of business analytics for the performance of digital marketing;
  • Statistical analysis and characterization, predictive analytics and prescriptive analytics;
  • Process mining, pattern mining, and swarm intelligence;
  • Data quality assessment and improvement: preprocessing, cleaning, and missing data;
  • Data science and analytics for digital marketing;
  • Social network data analysis;
  • Web survey methods in business intelligence and data science;
  • Implications of blockchain for digital marketing;
  • Digitization and impacts for digital transformation;
  • Cloud-computing models and scalability in digital marketing;
  • Mobile BI, smart data, smart services, and smart products;
  • Digital marketing, new web services, sematic web and data analytics.

Prof. Dr. Jaewon Choi
Guest Editor

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
  • social media
  • artificial intelligence
  • data science
  • digital transformation

Published Papers (5 papers)

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Research

22 pages, 1101 KiB  
Article
An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App
by Ji-Hye Kim and Eungoo Kang
Sustainability 2023, 15(10), 8309; https://doi.org/10.3390/su15108309 - 19 May 2023
Viewed by 1287
Abstract
This current empirical study aims at investigating the incorporation of consumer innovativeness in TAM and UTAUT in the development of a golf app and how these influence consumer behavioral intentions in adopting the golf app. These models help illustrate consumer adoption of particular [...] Read more.
This current empirical study aims at investigating the incorporation of consumer innovativeness in TAM and UTAUT in the development of a golf app and how these influence consumer behavioral intentions in adopting the golf app. These models help illustrate consumer adoption of particular technologies and relate to the concept of innovation diffusion theory. Our research has obtained 394 responses and participants of the questionnaire were evenly divided by gender and age to reach the purpose of the current research. The main statistical methodology used the structural equation modeling (SEM) to evaluate the connection among user’s innovativeness regarding the golf application, technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT), behavioral intention, and word of mouth. In contrast to correlation assessments, SEM can measure the strength of the linear causative relationships between factors. Finally, this research concludes that TAM and UTAUT components determine the consumer’s attitude towards accepting and using new technology. Consumers who are open to innovations are more likely to accept emerging technology products and use them with the least resistance. Full article
(This article belongs to the Special Issue Digital Marketing for Sustainable Development)
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15 pages, 1501 KiB  
Article
Assessing Digital Transformation Acceptance in Public Organizations’ Marketing
by Anca Antoaneta Vărzaru
Sustainability 2023, 15(1), 265; https://doi.org/10.3390/su15010265 - 23 Dec 2022
Cited by 2 | Viewed by 1985
Abstract
Digital transformation has a substantial impact on the activities of public organizations. The way public organizations conduct marketing has also changed due to digital transformation. This paper evaluates how digital transformation influences public organizations’ marketing activities in their employees’ perception and examines the [...] Read more.
Digital transformation has a substantial impact on the activities of public organizations. The way public organizations conduct marketing has also changed due to digital transformation. This paper evaluates how digital transformation influences public organizations’ marketing activities in their employees’ perception and examines the changes triggered by digital technology in public marketing. The research results are based on the literature review empirical studies based on a survey conducted among 425 employees of public organizations in Romania in the marketing field. Using the technology acceptance model and structural equation modeling to analyze and interpret the data, the paper demonstrates that digital technologies have a substantial impact on marketing, in the perception of technology users, in helping to build relationships with the public, and in increasing citizens’ trust in public organizations. Digital technologies, by their significant characteristics (innovativeness, social influence, accessibility, and rapidity), have a significant impact on all public marketing activities. However, they are substantially transforming quantitative marketing research activities due to the digitization of financial accounting and managerial information systems, as well as interactive and transparent communication and public relations activities. Public organization managers must explain the benefits of digital marketing to employees from the internal branding perspective as well as the effectiveness of public marketing activities. Full article
(This article belongs to the Special Issue Digital Marketing for Sustainable Development)
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24 pages, 5545 KiB  
Article
Digital Transformation as a Driver of the Financial Sector Sustainable Development: An Impact on Financial Inclusion and Operational Efficiency
by Inese Mavlutova, Aivars Spilbergs, Atis Verdenhofs, Andris Natrins, Ilja Arefjevs and Tatjana Volkova
Sustainability 2023, 15(1), 207; https://doi.org/10.3390/su15010207 - 23 Dec 2022
Cited by 10 | Viewed by 5099
Abstract
The increase in studies on how digital transformation based on the application of digital technologies affects the sustainable development of various sectors of the economy has been observed. Although digital transformation is important for the financial sector sustainable development, the drivers and links [...] Read more.
The increase in studies on how digital transformation based on the application of digital technologies affects the sustainable development of various sectors of the economy has been observed. Although digital transformation is important for the financial sector sustainable development, the drivers and links between them are weakly addressed by researchers. The study is aimed at exploring how digital transformation due to the application of innovative technologies and solutions, especially digital payments, is leading to the financial sector sustainable development through financial inclusion and operational efficiency. The current research presents the study of the financial sector digital transformation and its sustainable development based on a systematic literature review, a secondary data analysis, and expert interviews to provide further research directions and draw practical suggestions for professionals on the financial sector digital transformation toward sustainable development in the future. A systematic literature analysis is performed based on text analytics, a bibliometric analysis, and network maps aimed at acknowledging the existing research outcomes and identifying the research gaps on the digital transformation agenda in the financial sector. The collected data on the digital payments’ dynamic in the EU were analyzed with the use of statistical methods, including a correlation and regression analysis. Structured expert interviews were used to validate research findings and to highlight key issues of the digital transformation in the financial sector of Baltic countries. The authors have paid special attention to the sustainable development of the financial sector’s economic dimension and its efficiency indicators, such as financial inclusion and digital payments’ intensity. A social dimension is limited toward financial inclusion based on digital payments’ offering. The research results indicated recent trends in digital transformation and types of usage of digital technologies in the EU and Baltic countries to ensure the sustainable development of financial institutions. Furthermore, the results revealed a significant increase in the digital payments’ intensity during the last years in the EU, as well as a close relationship between digital payments with financial inclusion and operational efficiency of financial institutions. Full article
(This article belongs to the Special Issue Digital Marketing for Sustainable Development)
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16 pages, 482 KiB  
Article
Recommend or Not: Is Generation the Key? A Perspective from the SOR Paradigm for Online Stores in Colombia
by Nathalie Peña-García, David van der Woude and Augusto Rodríguez-Orejuela
Sustainability 2022, 14(23), 16104; https://doi.org/10.3390/su142316104 - 02 Dec 2022
Cited by 1 | Viewed by 1449
Abstract
Word-of-mouth behavior is one of the most effective marketing communications. Despite not being able to be controlled by the company, it can be influenced. Its importance lies in its effectiveness in repeat sales and attracting new customers. However, in the study of consumer [...] Read more.
Word-of-mouth behavior is one of the most effective marketing communications. Despite not being able to be controlled by the company, it can be influenced. Its importance lies in its effectiveness in repeat sales and attracting new customers. However, in the study of consumer behavior, it has been shown that the differences between subgroups can be relevant for the business sector, allowing it to generate specific strategies for each segment. In that respect, this research aims to find the determinants of WOM in generations X and Y to know the meanings these consumers give to the elements proposed within the SOR paradigm. A quantitative study was conducted using a sample of 537 e-commerce customers surveyed with a structured questionnaire to test the proposed relationships. Results are analyzed with structural equations, and a multigroup analysis is presented to find the differences between generation X and generation Y. The results indicate that, for millennials, the ease of use of electronic stores is essential to enjoying the shopping experience. Implications are discussed in the paper. Full article
(This article belongs to the Special Issue Digital Marketing for Sustainable Development)
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22 pages, 7527 KiB  
Article
The Digital Economy Empowers the Sustainable Development of China’s Agriculture-Related Industries
by Xiaochen Leng and Guangji Tong
Sustainability 2022, 14(17), 10967; https://doi.org/10.3390/su141710967 - 02 Sep 2022
Cited by 9 | Viewed by 1989
Abstract
Firstly, based on the data of China’s noncompetitive input–output tables from 2002 to 2017, this paper comprehensively grasps the integration trend of China’s agriculture-related industries and digital economy industries by constructing integration contribution and interaction indicators. Secondly, the correlation between the two industries [...] Read more.
Firstly, based on the data of China’s noncompetitive input–output tables from 2002 to 2017, this paper comprehensively grasps the integration trend of China’s agriculture-related industries and digital economy industries by constructing integration contribution and interaction indicators. Secondly, the correlation between the two industries is analyzed more intuitively with the help of the APL (Average Propagation Length) model. Finally, it analyzes the coordination of the digital economy industry and the transformation of the agriculture industry with the help of the grey correlation method. The results show that the digital economy industries contribute the most in absolute terms, compared to other industries, to the agro-processing industry and have the highest degree of integration and interaction with the agricultural product transportation and marketing industry. In terms of the breakdown of the digital economy industries, digital product manufacturing is weakly linked to agriculture-related industries, but the coordination among the transformation and upgrading of agriculture is gradually improving. Compared to digital product manufacturing, the digital technology application industry has a higher direct contribution to the agriculture-related industry. After 2012, the overall driving and pulling effect on the agriculture-related industry is basically the same, and the coordination with agricultural transformation and upgrading is optimal. The contribution of the digital factor-driven industry to agriculture-related industries experienced an explosive period after 2012, with the highest overall contribution and strongest industrial linkage between the two, while coordination with the transformation and upgrading of agriculture decreases. Therefore, in combination with the No. 1 document of the Central Government in 2022, which specifically calls for the implementation of the “digital business to promote agriculture” project and the promotion of e-commerce in the countryside, this paper puts forward suggestions to give full play to the role of digital technology in the sustainable development of agriculture-related industries. Full article
(This article belongs to the Special Issue Digital Marketing for Sustainable Development)
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