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Value Stream Management for Digital Marketing
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Value Stream Management for Digital Marketing

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Sustainable Management".

Deadline for manuscript submissions: closed (10 April 2023) | Viewed by 17416

Special Issue Editors

Prof. Dr. František Pollák

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Chief Guest Editor
Faculty of Business Management, University of Economics in Bratislava, 852 35 Bratislava, Slovakia
Interests: trust and reputation
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Jakub Soviar

E-Mail Website
Guest Editor
Faculty of Management Science and Informatics, University of Žilina, 010 26 Žilina, Slovakia
Interests: management and marketing; sociological research; sustainable business; sustainable cooperation and cooperation management; marketing strategy; online reputation management
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Richard Fedorko

E-Mail Website
Guest Editor
Faculty of Management, University of Prešov, 080 01 Prešov, Slovakia
Interests: consumer behavior
Dr. Roman Vavrek

E-Mail Website
Guest Editor
Department of Public Economics, VŠB-TU Ostrava, 702 00 Ostrava, Czechia
Interests: methodology; statistics; econometrics; data processing
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

The first two decades of the 21st century were characterized by a continuous transition from offline to online. Both the supply and demand side of the market sought to optimize their efforts to maximize benefits. From the point of view of organizations, this was mainly about maximizing the benefits resulting from the shortening of communication and distribution channels. From the consumer’s point of view, it was primarily a benefit of maximizing consumption or the possibility of purchasing more complex products. The outbreak of the COVID-19 pandemic significantly accelerated the pace of digitization.

While at the time of the outbreak of the pandemic, digital space was a suitable alternative for the diversification of the communication portfolio, in the era of social distancing, digital space has become a determinant of market survival, as a significant amount of interaction moved to the virtual environment of the Internet. The scope and the aim of this Special Issue is to provide space for the publication of important research papers based on both theoretical and empirical research, aimed at mapping the changes that occurred in the process of creating a communication mix, respectively, in a complex value stream under the pressure of accelerated transition from offline to online. Taking into account the complexity of the issue, the key areas of the Special Issue include the process of transition from offline to online, management and development of corporate reputation, sustainable marketing communication, and last but not least, value creation and innovation management in general.

Overview of the recommended literature:

Straková, J.; Korauš, A.; Váchal, J.; Pollák, F.; Černák, F.; Talíř, M.; Kollmann, J. Sustainable Development Economics of Enterprises in the Services Sector Based on Effective Management of Value Streams. Sustainability 2021, 13, 8978. https://doi.org/10.3390/su13168978

Pollák, F.; Markovič, P. Economic Activity as a Determinant for Customer Adoption of Social Media Marketing. Sustainability 2021, 13, 3999. https://doi.org/10.3390/su13073999

Pollák, F.; Konečný, M.; Ščeulovs, D. Innovations in the Management of E-Commerce: Analysis of Customer Interactions during the COVID-19 Pandemic. Sustainability 2021, 13, 7986. https://doi.org/10.3390/su13147986

Pollák, F.; Markovič, P. Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market. Adm. Sci. 2021, 11, 71. https://doi.org/10.3390/admsci11030071

Dorčák, P.; Markovič, P.; Pollák, F. Multifactor Analysis of Online Reputation of Selected Car Brands. Procedia Engineering 2017, 192, 719 – 724. https://doi.org/10.1016/j.proeng.2017.06.12

Pollák, F.; Dorčák, P.; Markovič, P. Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands. Information 2021, 12, 89. https://doi.org/10.3390/info12020089

Soviar, J.; Holubčík, M.; Vodák, J.; Rechtorík, M.; Pollák, F. The Presentation of Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak Republic. Sustainability 2019, 11, 2132. https://doi.org/10.3390/su11072132

Prof. Dr. František Pollák
Prof. Dr. Jakub Soviar
Prof. Dr. Richard Fedorko
Dr. Roman Vavrek
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Transition from offline to online
  • Sustainable development of corporate reputation
  • Sustainable marketing communication
  • Value creation
  • Management of innovations

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Published Papers (3 papers)

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Research

10 pages, 263 KiB  
Article
Selected Differences and Relationships of Consumers’ Online Brand-Related Activities and Their Motives
by Ľudovít Nastišin, Radovan Bačík, Mária Tomášová and Marek Pavlinský
Sustainability 2022, 14(23), 15636; https://doi.org/10.3390/su142315636 - 24 Nov 2022
Cited by 2 | Viewed by 1752
Abstract
The main goal of the paper is to assess the statistical significance of the differences in the motives and activities of COBRAs in the context of the frequency of use of these platforms and also the driving forces and motivations behind the brand-related [...] Read more.
The main goal of the paper is to assess the statistical significance of the differences in the motives and activities of COBRAs in the context of the frequency of use of these platforms and also the driving forces and motivations behind the brand-related activities. The importance of consumers’ online brand-related activities (COBRAs) as relevant factors in managerial and marketing practice is undeniable. In addition, this area is only at the beginning of research coverage, and thus defines a research gap for us. The dataset used hereunder is based on data acquired from a standardized questionnaire discussing the above-mentioned activities and motives. In total, the questionnaire was filled in by 401 respondents. The analysis made use of the Kruskal–Wallis H test to detect differences and the Spearman’s rho coefficient to detect relationships. Based on this, several statistically significant differences and relationships were identified in all cases. The most important implications drawn pertain to differences in the social-interaction motives on all platforms studied, the highest rate of concurrence, at the level of 3–4 h, spent on these platforms, as well as relationships with a strong correlation coefficient in content-creation activities and content-contribution activities on all social media platforms. Even though these findings require further analysis, they prove a valuable insight into the topic. Full article
(This article belongs to the Special Issue Value Stream Management for Digital Marketing)
21 pages, 409 KiB  
Article
Connecting Digital Channels to Consumers’ Purchase Decision-Making Process in Online Stores
by Paulo Botelho Pires, José Duarte Santos, Pedro Quelhas de Brito and David Nunes Marques
Sustainability 2022, 14(21), 14392; https://doi.org/10.3390/su142114392 - 3 Nov 2022
Cited by 10 | Viewed by 9539
Abstract
This research establishes the relationship between the digital channels that organizations use to communicate with their audience and the stages of the consumer buying decision process in online stores. Researchers have not treated this relationship in much detail and little-known empirical research has [...] Read more.
This research establishes the relationship between the digital channels that organizations use to communicate with their audience and the stages of the consumer buying decision process in online stores. Researchers have not treated this relationship in much detail and little-known empirical research has focused on exploring relationships between the two subjects. Establishing this relationship is of crucial importance for organizations and consumers, as it ensures organizations use the digital channels that consumers want. A literature review of digital channels and consumer behavior models was performed, which allowed us to define which are the digital channels and to identify the different models of consumer behavior appropriate for the digital age. A quantitative methodology was used, supported on a questionnaire that allowed us to find out which digital channels are the most appropriate for each stage of the buying decision process. The results show that consumers use more than one digital channel at each stage of the buying decision process and for each stage, a set of digital channels is identifiable that is most preferred. In light of the above, those who are responsible for defining the digital marketing strategy know what types of content they should produce for each digital channel, allowing them to guarantee efficiency in the use of resources while ensuring that consumers get what they want. Full article
(This article belongs to the Special Issue Value Stream Management for Digital Marketing)
14 pages, 295 KiB  
Article
Perception of Corporate Reputation in the Era of Digitization: Case Study of Online Shopping Behavior on Young Consumers
by Veronika Škerháková, Viktória Ali Taha, Denis Tirpák and Štefan Kráľ
Sustainability 2022, 14(21), 14302; https://doi.org/10.3390/su142114302 - 1 Nov 2022
Cited by 3 | Viewed by 4996
Abstract
The COVID-19 pandemic rapidly accelerated digitization in all fields of trading, especially in the B2C sector. The pandemic restrictions deepened the era of social distancing between young consumers and drew them further into the online environment, which allowed e-merchants to impress them even [...] Read more.
The COVID-19 pandemic rapidly accelerated digitization in all fields of trading, especially in the B2C sector. The pandemic restrictions deepened the era of social distancing between young consumers and drew them further into the online environment, which allowed e-merchants to impress them even more, and with more ease, with the use of suitable online marketing communication. The overabundance of e-shops on the market may be very confusing for the consumer at this time, meaning that the corporate online reputation and its sustainability has never been as important as it is now. The investigation of online shopping consumer behavior and the factors that determine it is at the center of interest in both academic and practical spheres. In our study, we focused in more detail on investigating the relationship between the online shopping consumer behavior of young consumers and the perceived reputation of an e-shop in the era of digitization. The research sample consisted of 633 young consumer respondents. The method of exploratory factor analysis (EFA) was used in order to investigate the factors of online shopping consumer behavior, and the method of Ordinary Least Squared (OLS) model regression analysis was used to evaluate the relationships between individual factors and the perceived reputation of an e-shop. According to the results of EFA, four factors were identified: digital security, e-shop services, e-trust, and social responsibility and promotion. Subsequent testing confirmed the significant relationship between factors of online shopping consumer behavior and the perceived reputation of an e-shop in five cases. Full article
(This article belongs to the Special Issue Value Stream Management for Digital Marketing)
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