Digital Marketing and Corporate Social Responsibility: Strategies for Brand Building and Stakeholder Engagement

Elene Dundua ()
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Elene Dundua: International Black Sea University

A chapter in Digital Management to Shape the Future, 2024, pp 269-282 from Springer

Abstract: Abstract In recent years, the digital landscape has undergone a remarkable transformation, ushering in new opportunities for corporations to engage in socially responsible initiatives while simultaneously advancing their marketing objectives. This research paper investigates the role of digital marketing in promoting Corporate Social Responsibility (CSR) campaigns, building brand reputation, and fostering meaningful engagement with stakeholders. The study adopts a mixed-method approach, incorporating qualitative and quantitative analysis and primary data gathered from surveys and interviews with marketing professionals and CSR experts. The research analyzes how companies across diverse sectors leverage digital marketing tools and social media platforms to advance their CSR efforts while simultaneously reinforcing their brand reputation. Firstly, the paper explores the use of digital marketing strategies to amplify the reach and impact of CSR initiatives. It delves into how companies maximizing engagement and encouraging positive actions towards social causes. Secondly, the research highlights the role of social media as a powerful channel for fostering brand-consumer relationships and dialogue. Companies are increasingly employing social media platforms to encourage user-generated content, by doing so, organizations are better able to build trust, authenticity, and transparency in their CSR communication. The findings indicate that the strategic integration of digital marketing into CSR campaigns enables companies to reach a broader audience, establish stronger brand reputations, and foster deeper connections with stakeholders. However, the success of such initiatives depends on a balanced approach that combines genuine social impact with transparent and responsible communication. In conclusion, this research provides valuable insights for marketing professionals, CSR practitioners, and business leaders seeking to harness the potential of digital marketing for social good. By understanding the dynamics of digital platforms and aligning marketing strategies with authentic CSR efforts, corporations can effectively contribute to positive social change while strengthening their brand presence and reputation in the digital age.

Keywords: Digital Marketing; Corporate Social Responsibility (CSR); Social Media; Brand Reputation; Stakeholder Engagement (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-66517-2_21

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DOI: 10.1007/978-3-031-66517-2_21

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