Socially Responsible Online Marketing

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F21%3A00009004" target="_blank" >RIV/46747885:24310/21:00009004 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_4" target="_blank" >http://dx.doi.org/10.1007/978-3-030-93131-5_4</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_4" target="_blank" >10.1007/978-3-030-93131-5_4</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Socially Responsible Online Marketing

Popis výsledku v původním jazyce

Consumers make their purchasing decisions based on information that is also related to emotions. Customers prefer transparent information that allows them to trust companies and then show interest in their services or products. Corporate social responsibility is one of the critical factors influencing the image. Because the concept of CSR significantly affects the perception of the company among customers and society. Strengthening the image is one of the fundamental goals of marketing. The CSR concept is thus one of the possible aspects of strengthening the image and thus having the edge over the competition. This chapter examines the relationships between CSR communication, brand reputation, and customer shopping intentions.

Název v anglickém jazyce

Socially Responsible Online Marketing

Popis výsledku anglicky

Consumers make their purchasing decisions based on information that is also related to emotions. Customers prefer transparent information that allows them to trust companies and then show interest in their services or products. Corporate social responsibility is one of the critical factors influencing the image. Because the concept of CSR significantly affects the perception of the company among customers and society. Strengthening the image is one of the fundamental goals of marketing. The CSR concept is thus one of the possible aspects of strengthening the image and thus having the edge over the competition. This chapter examines the relationships between CSR communication, brand reputation, and customer shopping intentions.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

<a href="/cs/project/TJ02000206" target="_blank" >TJ02000206: Rozvoj dovedností nezbytných pro digitální transformaci podnikání</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing

ISBN

9783030931308

Počet stran výsledku

33

Strana od-do

87-120

Počet stran knihy

239

Název nakladatele

Springer Nature

Místo vydání

Cham

Kód UT WoS kapitoly

—