Issues of Integrating Social and Ethical Marketing into a Company’s Digital Marketing HR Strategy

Victoria A. Bondarenko, Natalia V. Przhedetskaya, Dmitry S. Zhukov, Tatiana P. Ladyzhenskaya and Svetlana S. Galazova

Chapter 26 in Sustainable Development of the Green Entrepreneurial Economy, 2025, pp 297-309 from World Scientific Publishing Co. Pte. Ltd.

Abstract: This research aims to develop a marketing concept that emphasizes relationships with employees, prioritizing the social and ethical components. The authors use various methods, including scientific generalization, comparison, graphical interpretation, data analysis, and synthesis, to justify the need to investigate the integration capabilities of socio-ethical marketing into an organization’s digital marketing HR strategy. Since it is impossible to monitor all aspects of human resources comprehensively, HR marketers often operate with incomplete information when making decisions. While they may consider social and psychological effects more thoroughly, this approach is technically irrational and diminishes decision-making efficiency. Consequently, it frequently results in subjective and intuitive decision-making that lacks sufficient information and analysis. This underscores the importance of integrating social and ethical marketing opportunities into the organization’s digital marketing HR strategy. To ensure the high efficiency of the company’s digital marketing HR strategy, it is necessary to integrate social and ethical marketing into it. The corresponding mechanism is proposed. Within the framework of this mechanism, the following tools are proposed: (1) socio-ethical criteria, (2) socio-ethical templates for strategic and operational HR marketing decisions used by artificial intelligence, (3) prioritization of strategic and operational HR marketing decisions by artificial intelligence in favor of socio-ethical marketing, (4) digital marketing HR monitoring of social ethics, (5) conducting socio-ethical HR marketing research through digital feedback collection, and (6) establishing socio-ethical boundaries of digital HR marketing.

Keywords: Green Entrepreneurial Economy; Sustainable Development; Sustainable Development Goals (SDGs); Economy of Transformations; Green Economy; Energy Efficiency; Renewable Energy Sources; Waste Disposal; Carbon Footprint; Green Technologies; Eco-City; Green Finance; Green Banking; ESG Strategies; Digitalization (search for similar items in EconPapers)
JEL-codes: O13 Q01 Q4 (search for similar items in EconPapers)
Date: 2025
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