A Corporate Social Responsibility View on Digital Disruption in Marketing

Irina Naoumova () and Jerome Katrichis ()
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Irina Naoumova: University of Hartford
Jerome Katrichis: University of Hartford

Chapter Chapter 27 in The Palgrave Handbook of Corporate Sustainability in the Digital Era, 2021, pp 543-560 from Springer

Abstract: 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.

Date: 2021
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DOI: 10.1007/978-3-030-42412-1_27

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