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2022 | OriginalPaper | Buchkapitel

Socially Responsible Online Marketing

verfasst von : Pavla Švermová

Erschienen in: Achieving Business Competitiveness in a Digital Environment

Verlag: Springer International Publishing

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Abstract

Consumers make their purchasing decisions based on information that is also related to emotions. Customers prefer transparent information that allows them to trust companies and then show interest in their services or products. Corporate social responsibility is one of the critical factors influencing the image. Because the concept of CSR significantly affects the perception of the company among customers and society. Strengthening the image is one of the fundamental goals of marketing. The CSR concept is thus one of the possible aspects of strengthening the image and thus having the edge over the competition. This chapter examines the relationships between CSR communication, brand reputation, and customer shopping intentions.

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Titel: Socially Responsible Online Marketing
verfasst von: Pavla Švermová
Verlag: Springer International Publishing
Buch: Achieving Business Competitiveness in a Digital Environment
Print ISBN: 978-3-030-93130-8

Electronic ISBN: 978-3-030-93131-5

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-030-93131-5_4

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