Please use this identifier to cite or link to this item: https://essuir.sumdu.edu.ua/handle/123456789/86457
Or use following links to share this resource in social networks: Recommend this item
Title The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels
Authors Chen, Y.
Kwilinski, A.
Chygryn, Olena Yuriivna  
Liulov, Oleksii Valentynovych  
Pimonenko, Tetiana Volodymyrivna  
ORCID http://orcid.org/0000-0002-4007-3728
http://orcid.org/0000-0002-4865-7306
http://orcid.org/0000-0001-6442-3684
Keywords зелена конкурентоспроможність
зеленая конкурентоспособность
green competitiveness
критерії якості
критерии качества
quality criteria
українські компанії
украинские компании
ukrainian companies
Type Article
Date of Issue 2021
URI https://essuir.sumdu.edu.ua/handle/123456789/86457
Publisher MDPI
License Copyright not evaluated
Citation Chen, Y.; Kwilinski, A.; Chygryn, O.; Lyulyov, O.; Pimonenko, T. The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels. Sustainability 2021, 13, 13679.
Abstract The omnichannel approach to forming marketing strategies for the development of the green competitiveness of enterprises is seen as a process for the inseparable interaction of marketingmix elements that are aimed at promoting green competitiveness. This approach integrates traditional and digital marketing communication channels and provides consideration for stakeholder interests. The effectiveness of applying the omnichannel approach to the formation of marketing strategies to develop the green competitiveness of enterprises depends on a set of marketing communication channels, which, in various combinations, can increase or decrease the level of companies’ green competitiveness. For that purpose, this paper proposes a scientific approach to identifying the quality parameters of marketing communication channels, which involves testing the hypothesis that statistically significant relationships exist between their quality parameters and the levels of green competitiveness. The objects analyzed in the paper comprise large Ukrainian production companies that are part of the agro-industrial, mechanical engineering, and food industries, and that work in both the local and international markets. According to the results of the calculations, four relevant parameters were identified for determining the quality of the marketing communication channels: the speed of loading pages, the failure rate, image, and remarketing activities.
Appears in Collections: Наукові видання (ННІ БіЕМ)

Views

China China
1
Finland Finland
123
Germany Germany
1003495
Greece Greece
4753
Ireland Ireland
264150
Lithuania Lithuania
198110
Netherlands Netherlands
659
Singapore Singapore
161171435
Sweden Sweden
2376
Ukraine Ukraine
12938145
United Kingdom United Kingdom
3485410
United States United States
322342869
Unknown Country Unknown Country
514354427
Vietnam Vietnam
4755

Downloads

Brazil Brazil
40149
China China
1
France France
1
Indonesia Indonesia
1
Ireland Ireland
264148
Libya Libya
1
Lithuania Lithuania
198111
Netherlands Netherlands
264147
Poland Poland
40146
Singapore Singapore
1
Slovakia Slovakia
1
South Korea South Korea
1
Taiwan Taiwan
1
Ukraine Ukraine
12938146
United Kingdom United Kingdom
1
United States United States
68651067
Unknown Country Unknown Country
1
Vietnam Vietnam
40144

Files

File Size Format Downloads
Chen_quality criteria.pdf 825.31 kB Adobe PDF 82436068

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.