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Tytuł:
SoLoMo marketing as a global tool for enhancing awareness of eco-innovations in Slovak business environment
Autorzy:
Zaušková, Anna
Rezníčková, Monika
Powiązania:
https://bibliotekanauki.pl/articles/22444427.pdf
Data publikacji:
2020
Wydawca:
Instytut Badań Gospodarczych
Tematy:
marketing communication
digital marketing
SoLoMo marketing
eco-innovations
environmental awareness
corporate social responsibility
CSR
Opis:
Research background: Thanks to globalization, a number of new possibilities and available technological solutions have emerged, thus modernizing marketing communication activities and bringing a broad spectrum of business opportunities to the single European market which enterprises may use to their benefits. Changes are much more frequent than ever before. Therefore, it is important to search for innovative solutions which contribute to more effective fulfillment of goals, generate positive changes or increase value for customers and as a matter of fact, enhance innovative performance and business competitiveness. Purpose of the article: The paper deals with the presentation of eco-innovations in the business environment using creative tools of online marketing communication. Eco-innovations are a phenomenon which is present across all business activities and processes including marketing communication. The authors study such marketing activities of businesses which are part of corporate social responsibility, generate business growth and finally help to improve the global environment. The authors also present the partial results of their own quantitative marketing research in order to describe the application of SoLoMo marketing tools in the presentation of eco-innovations in the Slovak business environment. Methods: The authors prepared a standardized questionnaire on a sample of 300 Slovak businesses. To test the dependence or independence of the variables, a Chi-squared test and Fisher´s exact test were used. Findings & Value added: Despite the generally growing trend of the use of mod-ern online marketing tools, the research showed that Slovak businesses do not inform sufficiently about their eco-innovation activities, do not address all prospective target groups and do not make enough effort to enhance environmental awareness of the wider public. The results of the research will serve as basic information for the following specific studies, the main aim of which is to spread awareness among consumers and to eventually provide them with practical recommendations. In addition, the given theoretical part of the paper represents a valuable summary of information about the modern SoLoMo marketing concept while providing a detailed overview of other relevant research studies in the given field. Therefore, the paper portrays an overview of opportunities for the implementation of digital tools of marketing communication in small, medium-sized and large enterprises.
Źródło:
Equilibrium. Quarterly Journal of Economics and Economic Policy; 2020, 15, 1; 133-150
1689-765X
2353-3293
Pojawia się w:
Equilibrium. Quarterly Journal of Economics and Economic Policy
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Disentangling the impact of ICT adoption on SMEs performance: the mediating roles of corporate social responsibility and innovation
Autorzy:
León-Gómez, Ana
Santos-Jaén, Jose Manuel
Ruiz-Palomo, Daniel
Palacios-Manzano, Mercedes
Powiązania:
https://bibliotekanauki.pl/articles/19322605.pdf
Data publikacji:
2022
Wydawca:
Instytut Badań Gospodarczych
Tematy:
information and communication technologies
ICT
corporate social responsibility
CSR
innovation
firm performance
Partial Least Squares-Structural Equations Modeling-PLS-SEM
Opis:
Research background: The literature on the effects of Information and Communication Technologies (ICT) on performance is extensive and shows a significant positive effect. Likewise, the use of ICT to facilitate and report on Corporate Social Responsibility (CSR) practices implemented by Small and Medium Enterprises (SMEs) contributes to improve business performance. Moreover, through innovative activities, firms also obtain competitive advantages that impact positively on their performance, even more so when they are impacted by CSR. For this reason, it is expected that the adoption of ICTs in companies through a CSR-oriented strategy will increase their impact on business performance.   Purpose of the article: This article tries to examine how ICT affects SMEs' performance through CSR and innovation. Methods: We tested our hypotheses using a sample of 2,825 Spanish SMEs and by applying a Partial Least Squares Path Modeling (PLS-PM) with a double confirmatory and predictive purpose: to identify the causal relationships between latent variables, and to evaluate the ability of the model to make predictions for individual cases. Findings & value added: The results show that CSR-oriented ICT impacts innovation by changing strategies and business model in companies. Moreover, the implementation of CSR practices gave them competitive advantages to increase their performance. We highlight how innovation gives companies greater capacity to respond to changes in their environment and how innovation positively impacts the link between CSR and performance. Finally, our research makes two significant contributions to the literature by incorporating two sequential mediating effects into the model. On the one hand, the indirect effect of ICT on innovation through CSR. On the other hand, the indirect effect of CSR on SME performance through innovation.
Źródło:
Oeconomia Copernicana; 2022, 13, 3; 831-866
2083-1277
Pojawia się w:
Oeconomia Copernicana
Dostawca treści:
Biblioteka Nauki
Artykuł
    Wyświetlanie 1-2 z 2

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