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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 green competitiveness
quality criteria
Ukrainian companies
digital marketing channels marketing
Type Article
Date of Issue 2021
URI https://essuir.sumdu.edu.ua/handle/123456789/87566
Publisher MDPI
License Creative Commons Attribution 4.0 International License
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. https://doi.org/10.3390/su132413679
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)

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