Vol. 12 No. 62 (2023)
Articles

Marketing in the digital age: cultural values as agents of socially responsible marketing in the digital economy

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  • Yuriy Robul,
  • Kateryna Lytvynenko,
  • Olga Lytvynenko,
  • Halyna Bokshan,
  • Ihor Popovych
Yuriy Robul
Odesa I. I. Mechnikov National University, Odesa, Ukraine.
Author Biography

Doctor of Economic Sciences, Associate Professor, Full Professor of the Chair of Marketing and Business Administration, Odesa I. I. Mechnikov National University, Odesa, Ukraine.

Kateryna Lytvynenko
Odesa I. I. Mechnikov National University, Odesa, Ukraine.
Author Biography

PhD in Economic Sciences, Associate Professor of the Chair of Marketing and Business Administration, Odesa I. I. Mechnikov National University, Odesa, Ukraine.

Olga Lytvynenko
Odesa National I. I. Mechnikov University, Odesa, Ukraine.
Author Biography

Doctor of Psychological Sciences, Full Professor, Full Professor of the Department of General Psychology and Personality Development Psychology, Odesa National I. I. Mechnikov University, Odesa, Ukraine.

Halyna Bokshan
Kherson State Agrarian and Economic University, Kherson, Ukraine.
Author Biography

Ph. D., Associate Professor of Department of Tourism, Hotel and Restaurant Business and Foreign Languages, Kherson State Agrarian and Economic University, Kherson, Ukraine.

Ihor Popovych
Kherson State University, Kherson, Ukraine.
Author Biography

Doctor of Psychological Sciences, Full Professor, Full Professor of the Department of Psychology, Kherson State University, Kherson, Ukraine.

DOI: https://doi.org/10.34069/AI/2023.62.02.3

Published 2023-03-30

Keywords

  • social marketing, macro marketing, marketing systems, socially responsible marketing, social stakeholders, digital economy, cultural values.

How to Cite

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

Copyright (c) 2023 Yuriy Robul, Kateryna Lytvynenko, Olga Lytvynenko, Halyna Bokshan, Ihor Popovych

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

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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