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A Corporate Social Responsibility View on Digital Disruption in Marketing

In: The Palgrave Handbook of Corporate Sustainability in the Digital Era

Author

Listed:
  • Irina Naoumova

    (University of Hartford)

  • Jerome Katrichis

    (University of Hartford)

Abstract

Disruption influences the primary components of modern digital marketing, including search engine optimization for website effectiveness, search engine and display advertising, content marketing, social media marketing, email marketing, and e-commerce. By examining the disruption of these components and the role of corporate social and environmental responsibility (CSRE) in sustaining a healthy business domestically and internationally, we determined that transformations also influence the CSRE pillars in the institutional framework of digital marketing. With weakened formal institutions regulating economic and legal relationships in the digital marketing area, the economic and legal pillars of CSR have also weakened, while ethical, discretionary, and environmental pillars are strengthening. Strategically, CSRE acquires the central role in a company’s relationship with stakeholders, including customers and partners, when other institutions in the digital marketing area are yet to be developed.

Suggested Citation

  • Irina Naoumova & Jerome Katrichis, 2021. "A Corporate Social Responsibility View on Digital Disruption in Marketing," Springer Books, in: Seung Ho Park & Maria Alejandra Gonzalez-Perez & Dinorá Eliete Floriani (ed.), The Palgrave Handbook of Corporate Sustainability in the Digital Era, edition 1, chapter 0, pages 543-560, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-42412-1_27
    DOI: 10.1007/978-3-030-42412-1_27
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