Marketing in the digital age: cultural values as agents of socially responsible marketing in the digital economy
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https://doi.org/10.34069/AI/2023.62.02.3
Résumé
The purpose of the article is to determine the relationship between the characteristics of social marketing stakeholders and the degree of development of marketing systems in the digital economy. The results of the study are based on a critical analysis of the tools and processes of functioning of marketing systems in the context of digitalisation, and the changes it causes in marketing systems at basic and extended levels due to specific features inherent in the digital economy. The concept of cultural dimensions by Hofstede (2010) is applied to determine the collective behavioural characteristics of the most numerous stakeholders of social marketing, which are members of society in selected countries. A positive statistically significant correlation between the share of online shoppers against the indulgence index (R=.77) and the individualism index (R=.73) was found. There is a negative statistically significant correlation between the share of online shoppers against uncertainty avoidance (R=-.76), power distance (R=-.67), gender culture type (R=-.27) and long-term orientation (R=-.27). In general, a significant part of the expected impact of uncertainty avoidance is taken over by mechanisms that guarantee the protection of personal data from unauthorised use and security from fraud and crime committed in cyberspace.
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Références
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Arbeláez-Campillo, D.F., Rojas-Bahamón, M.J., & Arbeláez-Encarnación, T.F. (2019). Apuntes para el debate de las categorías ciudadanía universal, derechos humanos y globalización // Notes for the debate of the categories universal citizenship, human rights and globalization. Cuestiones Políticas, 34(61), 139-161. Recuperado a partir de https://produccioncientificaluz.org/index.php/cuestiones/article/view/30192
Baker, W. E., & Sinkula, J. M. (2005). Market Orientation and the New Product Paradox. Journal of Product Innovation Management, 22(6), 483-502. https://doi.org/10.1111/j.1540-5885.2005.00145.x
Bazilenko, A., Barna, N., & Lytvynenko, O. (2019). Psychological factors of students social activity. Social Welfare: Interdisciplinary Approach, 9(2), 56-66. https://doi.org/10.21277/sw.v2i9.500
de Mooij, M., & Hofstede, G. (2011). Cross-Cultural Consumer Behavior: A Review of Research Findings. Journal of International Consumer Marketing, 23(3-4), 181-192. Doi: 10.1080/08961530.2011.578057
El-Ansary, A. I. (1974). Towards a definition of social and societal marketing. Journal of the Academy of Marketing Science, 2(2), 316-321. https://link.springer.com/article/10.1007/BF02722334
Fukuyama, F. (2008). Trust: The Social Virtues and the Creation of Prosperity. АSТ. https://books.google.com.ua/books?id=ERgURAAACAAJ
Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317-333. https://doi.org/10.1177/1470593106066794
Halian, A., Halian, I., Popovych, I., Zavatskyi, Y., Semenov, O., & Semenova, N. (2021). Stress Resistance in the Situation of Uncertainty as a Factor of Development of Adaptive Ability of Medical Personnel. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 12(1), 251-264. https://doi.org/10.18662/brain/12.1/181
Halian, I. M. (2022). Value contradictions in personal axiogenesis. Insight: the psychological dimensions of society, 7, 11-23. https://doi.org/10.32999/2663-970X/2022-7-2
Hofstede, G. H., Hofstede, G. J., & Minkov, M. (2010). Cultures and Organizations: Software of the Mind (Third edition ed.). McGraw-Hill Professional. https://acortar.link/QcU1yr
Hulias, I. A., & Hoian, I. M. (2022). Explication of factors of the axiopsychological design of life achievements of modern youth. Insight: the psychological dimensions of society, 7, 41-57. https://doi.org/10.32999/2663-970X/2022-7-4
Hunt, S. D. (1981). Macromarketing as a Multidimensional Concept. Journal of Macromarketing, 1(1), 7-8. https://doi.org/10.1177/027614678100100103
Hunt, S. D. (2012). Trust, Personal Moral Codes, and the Resource-Advantage Theory of Competition: Explaining Productivity, Economic Growth, and Wealth Creation. Contemporary Economics, 6(2), 4-19. https://doi.org/10.5709/ce.1897-9254.38
Hunt, S. D. (2015). On Reforming Marketing. For Marketing Systems and Brand Equity Strategy, Does Marketing Need Reform?: Fresh Perspectives on the Future (1st ed., pp. 77-85). Routledge. https://www.taylorfrancis.com/books/e/9781317472889
Hunt, S. D., Hass, A., & Manis, K. T. (2021). The five stages of the macromarketing field of study: From raison d’etre to field of significant promise. Journal of Macromarketing, 41(1), 10-24. https://doi.org/10.1177/0276146721990987
Hunt, S. D., & Vitell, S. J. (2006). The General Theory of Marketing Ethics: a Revision and Three Questions. Journal of Macromarketing, 26(2), 1-11. https://doi.org/10.1177/0276146706290923
Kalenchuk, V. O. (2019). Student’s social status as a factor of assessment of the university’s organizational culture. Insight: the psychological dimensions of society, 2, 72-77. https://doi.org/10.32999/2663-970X/2019-2-10
Kadirov, D. (2018). Towards a Theory of Marketing Systems as the Public Good. Journal of Macromarketing, 38(3), 278-297. https://doi.org/10.1177/0276146718767949
Keller, K. L., & Kotler, P. (2015). Holistic marketing: a broad, integrated perspective to marketing management. Does Marketing Need Reform?: Fresh Perspectives on the Future (pp. 300-306). Routledge. https://acortar.link/jEklT0
Kotler, P., & Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10-15. https://doi.org/10.2307/1248740
Kotler, P., & Zaltman, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, 35(7), 3-12. http://www.jstor.org/stable/1249783
Kotter, J. P. (2012). Leading Change. Harvard Business Review Press. https://irp-cdn.multiscreensite.com/6e5efd05/files/uploaded/Leading%20Change.pdf
Laczniak, G., & Shultz, C. (2021). Toward a Doctrine of Socially Responsible Marketing (SRM): A Macro and Normative-Ethical Perspective. Journal of Macromarketing, 41(2), 201-231. https://doi.org/10.1177/0276146720963682
Laczniak, G. R., & Murphy, P. E. (2019). The role of normative marketing ethics. Journal of Business Research, 95, 401-407. https://doi.org/10.1016/j.jbusres.2018.07.036
Layton, R. (2016). Reframing marketing as a social science: A look back at the Special Session in Dublin. Australasian Marketing Journal (AMJ), 24(3), 241-243. https://doi.org/10.1016/j.ausmj.2016.08.003
Layton, R. A. (2007). Marketing Systems – A Core Macromarketing Concept. Journal of Macromarketing, 27(3), 227-242. https://doi.org/10.1177/0276146707302836
Layton, R. A. (2009). On Economic Growth, Marketing Systems, and the Quality of Life. Journal of Macromarketing, 29(4), 349-362. https://doi.org/10.1177/0276146709345108
Luo, X., & Bhattacharya, C. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18. https://doi.org/10.1509/jmkg.70.4.001
Lytvynenko, K. O. (2020). The societal approach in multicultural management and marketing. Theoretical and methodological bases of social systems management in the conditions of innovative and ecological development: marketing aspects: monograph (pp. 48-59). Odesa: Mechnikov National Medical University of the Ministry of Education and Science of Ukraine. http://dspace.onu.edu.ua:8080/handle/123456789/28479
Mittelstaedt, J. D., Kilbourne, W., & Mittelstaedt, R. A. (2006). Macromarketing as agorology: Macromarketing theory and the study of the agora. Journal of Macromarketing, 26(2), 131-142. https://doi.org/10.1177/0276146706290921
Mittelstaedt, J. D., Kilbourne, W. E., Shultz, I., & Clifford J. (2015). Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars. Journal of Business Research, 68(12), 2513-2516. https://doi.org/10.1016/j.jbusres.2015.06.038
Mittelstaedt, J. D., Shultz, C. J., Kilbourne, W. E., & Peterson, M. (2014). Sustainability as Megatrend: Two Schools of Macromarketing Thought. Journal of Macromarketing, 34(3), 253-264. https://doi.org/10.1177/0276146713520551
Nosov, P.S., Popovych, IS., Cherniavskyi, V.V., Zinchenko, S.M., Prokopchuk, Y.A., & Makarchuk, D.V. (2020). Automated identification of an operator anticipation on marine transport. Radio Electronics, Computer Science, Control, 3, 158-172. https://doi.org/10.15588/1607-3274-2020-3-15
Palmatier, R. W., & Steinhoff, L. (2019). Relationship Marketing in the Digital Age. London: Routledge, Taylor & Francis Group. https://www.taylorfrancis.com/books/9781315143583
Pinkovetskaia, I., Arbeláez-Campillo, D., Rojas-Bahamón, M., & Veas Iniesta, D. (2020). Motivation of new entrepreneurs in modern economies. Amazonia Investiga, 9(29), 368-373. https://amazoniainvestiga.info/index.php/amazonia/article/view/1403
Plokhikh, V., Popovych, I., Zavatska, N., Losiyevska, O., Zinchenko, S., Nosov, P., & Aleksieieva, M. (2021). Time Synthesis in Organization of Sensorimotor Action. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 12(4), 164-188. https://doi.org/10.18662/brain/12.4/243
Popovych, I., Arbeláez-Campillo, D. F., Rojas-Bahamón, M. J., Burlakova, I., Kobets, V., & Bokshan, H. (2021a). Time perspective in the professional activity of specialists of economic sphere. Cuestiones Políticas, 39(69), 424–445. https://doi.org/10.46398/cuestpol.3969.27
Popovych, I., Chervinskyi, A., Kazibekova, V., Chervinska, I., & Machynska, N. (2021b). Empirical research of the typology of social expectations of the personality. Amazonia Investiga, 10(43), 112-122. https://doi.org/10.34069/AI/2021.43.07.11
Popovych, I., Zhigarenko, I., Losiyevska, O., Dovbenko, S., Kashyrina, Ye., Shevchenko, R., & Piletska, L. (2020). Research of Achievement Motivation’s Impact on the Career Orientations of Future Managers of Organizations. Revista Inclusiones, 7(SI), 247-263. http://www.revistainclusiones.org/index.php/inclu/article/view/1231
Robul, Y. (2020). Structure and Constituents of Digital Marketing Systems. Olsztyn Economic Journal, 15(1), 53-62. https://doi.org/10.31648/oej.5398
Rostow, W. W. (1959). The Stages of Economic Growth. The Economic History Review, 12(1), 1-16. https://doi.org/10.1111/j.1468-0289.1959.tb01829.x
Schumpeter, J. A., & Opie, R. (1934). The theory of economic development; an inquiry into profits, capital, credit, interest, and the business cycle. Harvard University Press. https://www.hup.harvard.edu/catalog.php?isbn=9780674879904
Vargo, S. L., Koskela-Huotari, K., Baron, S., Edvardsson, B., Reynoso, J., & Colurcio, M. (2017). A systems perspective on markets – Toward a research agenda. Journal of Business Research, 79, 260-268. https://doi.org/10.1016/j.jbusres.2017.03.011
Vrublevska, O., Maiovets, E., Sakal, O., Kovalenko, A., Shtogrin, H., & Gebrin-Baydy, L. (2022). The concept of socially ethical marketing: origins and modern principles. Financial and credit activity problems of theory and practice, 5(46), 373-386. https://doi.org/10.55643/fcaptp.5.46.2022.3873
Alderson, W. (1964). A Normative Theory of Marketing Systems. Theory in Marketing (pp. 92-108). Richard D. Irwin. https://www.econbiz.de/Record/a-normative-theory-of-marketing-systems-alderson-wroe/10001813610
Arbeláez-Campillo, D.F., Rojas-Bahamón, M.J., & Arbeláez-Encarnación, T.F. (2019). Apuntes para el debate de las categorías ciudadanía universal, derechos humanos y globalización // Notes for the debate of the categories universal citizenship, human rights and globalization. Cuestiones Políticas, 34(61), 139-161. Recuperado a partir de https://produccioncientificaluz.org/index.php/cuestiones/article/view/30192
Baker, W. E., & Sinkula, J. M. (2005). Market Orientation and the New Product Paradox. Journal of Product Innovation Management, 22(6), 483-502. https://doi.org/10.1111/j.1540-5885.2005.00145.x
Bazilenko, A., Barna, N., & Lytvynenko, O. (2019). Psychological factors of students social activity. Social Welfare: Interdisciplinary Approach, 9(2), 56-66. https://doi.org/10.21277/sw.v2i9.500
de Mooij, M., & Hofstede, G. (2011). Cross-Cultural Consumer Behavior: A Review of Research Findings. Journal of International Consumer Marketing, 23(3-4), 181-192. Doi: 10.1080/08961530.2011.578057
El-Ansary, A. I. (1974). Towards a definition of social and societal marketing. Journal of the Academy of Marketing Science, 2(2), 316-321. https://link.springer.com/article/10.1007/BF02722334
Fukuyama, F. (2008). Trust: The Social Virtues and the Creation of Prosperity. АSТ. https://books.google.com.ua/books?id=ERgURAAACAAJ
Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317-333. https://doi.org/10.1177/1470593106066794
Halian, A., Halian, I., Popovych, I., Zavatskyi, Y., Semenov, O., & Semenova, N. (2021). Stress Resistance in the Situation of Uncertainty as a Factor of Development of Adaptive Ability of Medical Personnel. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 12(1), 251-264. https://doi.org/10.18662/brain/12.1/181
Halian, I. M. (2022). Value contradictions in personal axiogenesis. Insight: the psychological dimensions of society, 7, 11-23. https://doi.org/10.32999/2663-970X/2022-7-2
Hofstede, G. H., Hofstede, G. J., & Minkov, M. (2010). Cultures and Organizations: Software of the Mind (Third edition ed.). McGraw-Hill Professional. https://acortar.link/QcU1yr
Hulias, I. A., & Hoian, I. M. (2022). Explication of factors of the axiopsychological design of life achievements of modern youth. Insight: the psychological dimensions of society, 7, 41-57. https://doi.org/10.32999/2663-970X/2022-7-4
Hunt, S. D. (1981). Macromarketing as a Multidimensional Concept. Journal of Macromarketing, 1(1), 7-8. https://doi.org/10.1177/027614678100100103
Hunt, S. D. (2012). Trust, Personal Moral Codes, and the Resource-Advantage Theory of Competition: Explaining Productivity, Economic Growth, and Wealth Creation. Contemporary Economics, 6(2), 4-19. https://doi.org/10.5709/ce.1897-9254.38
Hunt, S. D. (2015). On Reforming Marketing. For Marketing Systems and Brand Equity Strategy, Does Marketing Need Reform?: Fresh Perspectives on the Future (1st ed., pp. 77-85). Routledge. https://www.taylorfrancis.com/books/e/9781317472889
Hunt, S. D., Hass, A., & Manis, K. T. (2021). The five stages of the macromarketing field of study: From raison d’etre to field of significant promise. Journal of Macromarketing, 41(1), 10-24. https://doi.org/10.1177/0276146721990987
Hunt, S. D., & Vitell, S. J. (2006). The General Theory of Marketing Ethics: a Revision and Three Questions. Journal of Macromarketing, 26(2), 1-11. https://doi.org/10.1177/0276146706290923
Kalenchuk, V. O. (2019). Student’s social status as a factor of assessment of the university’s organizational culture. Insight: the psychological dimensions of society, 2, 72-77. https://doi.org/10.32999/2663-970X/2019-2-10
Kadirov, D. (2018). Towards a Theory of Marketing Systems as the Public Good. Journal of Macromarketing, 38(3), 278-297. https://doi.org/10.1177/0276146718767949
Keller, K. L., & Kotler, P. (2015). Holistic marketing: a broad, integrated perspective to marketing management. Does Marketing Need Reform?: Fresh Perspectives on the Future (pp. 300-306). Routledge. https://acortar.link/jEklT0
Kotler, P., & Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10-15. https://doi.org/10.2307/1248740
Kotler, P., & Zaltman, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, 35(7), 3-12. http://www.jstor.org/stable/1249783
Kotter, J. P. (2012). Leading Change. Harvard Business Review Press. https://irp-cdn.multiscreensite.com/6e5efd05/files/uploaded/Leading%20Change.pdf
Laczniak, G., & Shultz, C. (2021). Toward a Doctrine of Socially Responsible Marketing (SRM): A Macro and Normative-Ethical Perspective. Journal of Macromarketing, 41(2), 201-231. https://doi.org/10.1177/0276146720963682
Laczniak, G. R., & Murphy, P. E. (2019). The role of normative marketing ethics. Journal of Business Research, 95, 401-407. https://doi.org/10.1016/j.jbusres.2018.07.036
Layton, R. (2016). Reframing marketing as a social science: A look back at the Special Session in Dublin. Australasian Marketing Journal (AMJ), 24(3), 241-243. https://doi.org/10.1016/j.ausmj.2016.08.003
Layton, R. A. (2007). Marketing Systems – A Core Macromarketing Concept. Journal of Macromarketing, 27(3), 227-242. https://doi.org/10.1177/0276146707302836
Layton, R. A. (2009). On Economic Growth, Marketing Systems, and the Quality of Life. Journal of Macromarketing, 29(4), 349-362. https://doi.org/10.1177/0276146709345108
Luo, X., & Bhattacharya, C. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18. https://doi.org/10.1509/jmkg.70.4.001
Lytvynenko, K. O. (2020). The societal approach in multicultural management and marketing. Theoretical and methodological bases of social systems management in the conditions of innovative and ecological development: marketing aspects: monograph (pp. 48-59). Odesa: Mechnikov National Medical University of the Ministry of Education and Science of Ukraine. http://dspace.onu.edu.ua:8080/handle/123456789/28479
Mittelstaedt, J. D., Kilbourne, W., & Mittelstaedt, R. A. (2006). Macromarketing as agorology: Macromarketing theory and the study of the agora. Journal of Macromarketing, 26(2), 131-142. https://doi.org/10.1177/0276146706290921
Mittelstaedt, J. D., Kilbourne, W. E., Shultz, I., & Clifford J. (2015). Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars. Journal of Business Research, 68(12), 2513-2516. https://doi.org/10.1016/j.jbusres.2015.06.038
Mittelstaedt, J. D., Shultz, C. J., Kilbourne, W. E., & Peterson, M. (2014). Sustainability as Megatrend: Two Schools of Macromarketing Thought. Journal of Macromarketing, 34(3), 253-264. https://doi.org/10.1177/0276146713520551
Nosov, P.S., Popovych, IS., Cherniavskyi, V.V., Zinchenko, S.M., Prokopchuk, Y.A., & Makarchuk, D.V. (2020). Automated identification of an operator anticipation on marine transport. Radio Electronics, Computer Science, Control, 3, 158-172. https://doi.org/10.15588/1607-3274-2020-3-15
Palmatier, R. W., & Steinhoff, L. (2019). Relationship Marketing in the Digital Age. London: Routledge, Taylor & Francis Group. https://www.taylorfrancis.com/books/9781315143583
Pinkovetskaia, I., Arbeláez-Campillo, D., Rojas-Bahamón, M., & Veas Iniesta, D. (2020). Motivation of new entrepreneurs in modern economies. Amazonia Investiga, 9(29), 368-373. https://amazoniainvestiga.info/index.php/amazonia/article/view/1403
Plokhikh, V., Popovych, I., Zavatska, N., Losiyevska, O., Zinchenko, S., Nosov, P., & Aleksieieva, M. (2021). Time Synthesis in Organization of Sensorimotor Action. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 12(4), 164-188. https://doi.org/10.18662/brain/12.4/243
Popovych, I., Arbeláez-Campillo, D. F., Rojas-Bahamón, M. J., Burlakova, I., Kobets, V., & Bokshan, H. (2021a). Time perspective in the professional activity of specialists of economic sphere. Cuestiones Políticas, 39(69), 424–445. https://doi.org/10.46398/cuestpol.3969.27
Popovych, I., Chervinskyi, A., Kazibekova, V., Chervinska, I., & Machynska, N. (2021b). Empirical research of the typology of social expectations of the personality. Amazonia Investiga, 10(43), 112-122. https://doi.org/10.34069/AI/2021.43.07.11
Popovych, I., Zhigarenko, I., Losiyevska, O., Dovbenko, S., Kashyrina, Ye., Shevchenko, R., & Piletska, L. (2020). Research of Achievement Motivation’s Impact on the Career Orientations of Future Managers of Organizations. Revista Inclusiones, 7(SI), 247-263. http://www.revistainclusiones.org/index.php/inclu/article/view/1231
Robul, Y. (2020). Structure and Constituents of Digital Marketing Systems. Olsztyn Economic Journal, 15(1), 53-62. https://doi.org/10.31648/oej.5398
Rostow, W. W. (1959). The Stages of Economic Growth. The Economic History Review, 12(1), 1-16. https://doi.org/10.1111/j.1468-0289.1959.tb01829.x
Schumpeter, J. A., & Opie, R. (1934). The theory of economic development; an inquiry into profits, capital, credit, interest, and the business cycle. Harvard University Press. https://www.hup.harvard.edu/catalog.php?isbn=9780674879904
Vargo, S. L., Koskela-Huotari, K., Baron, S., Edvardsson, B., Reynoso, J., & Colurcio, M. (2017). A systems perspective on markets – Toward a research agenda. Journal of Business Research, 79, 260-268. https://doi.org/10.1016/j.jbusres.2017.03.011
Vrublevska, O., Maiovets, E., Sakal, O., Kovalenko, A., Shtogrin, H., & Gebrin-Baydy, L. (2022). The concept of socially ethical marketing: origins and modern principles. Financial and credit activity problems of theory and practice, 5(46), 373-386. https://doi.org/10.55643/fcaptp.5.46.2022.3873
Publiée
2023-03-30
Comment citer
Robul, Y., Lytvynenko, K., Lytvynenko, O., Bokshan, H., & Popovych, I. (2023). Marketing in the digital age: cultural values as agents of socially responsible marketing in the digital economy. Amazonia Investiga, 12(62), 45-55. https://doi.org/10.34069/AI/2023.62.02.3
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