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The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels

Author

Listed:
  • Yang Chen

    (School of Economics, Fujian Normal University, Fuzhou 350108, China)

  • Aleksy Kwilinski

    (The London Academy of Science and Business, London W1U 6TU, UK)

  • Olena Chygryn

    (Department of Marketing, Sumy State University, 40007 Sumy, Ukraine)

  • Oleksii Lyulyov

    (Department of Marketing, Sumy State University, 40007 Sumy, Ukraine)

  • Tetyana Pimonenko

    (Department of Marketing, Sumy State University, 40007 Sumy, Ukraine)

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 marketing-mix 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.

Suggested Citation

  • Yang Chen & Aleksy Kwilinski & Olena Chygryn & Oleksii Lyulyov & Tetyana Pimonenko, 2021. "The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels," Sustainability, MDPI, vol. 13(24), pages 1-13, December.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:24:p:13679-:d:699666
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