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SoLoMo marketing as a global tool for enhancing awareness of eco–innovations in Slovak business environment

Equilibrium (Toruń ), 2020-03, Vol.15 (1), p.133-150 [Peer Reviewed Journal]

2020. This work is published under https://creativecommons.org/licenses/by/4.0 (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 1689-765X ;EISSN: 2353-3293 ;DOI: 10.24136/eq.2020.007

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Title:
SoLoMo marketing as a global tool for enhancing awareness of eco–innovations in Slovak business environment
Author: Zaušková, Anna ; Rezníčková, Monika
Subjects: Business Economy / Management ; Consumers ; corporate social responsibility ; csr ; Digital marketing ; eco-innovations ; Energy and Environmental Studies ; environmental awareness ; Globalization ; Green marketing ; ICT Information and Communications Technologies ; Innovations ; Interactive marketing ; Marketing ; Marketing / Advertising ; marketing communication ; Opportunity ; Small & medium sized enterprises-SME ; Smartphones ; Social networks ; Social responsibility ; solomo marketing ; Studies ; Technological change
Is Part Of: Equilibrium (Toruń ), 2020-03, Vol.15 (1), p.133-150
Description: Research background: Thanks to globalization, a number of new possibilities and available technological solutions have emerged, thus modernizing marketing communication activities and bringing a broad spectrum of business opportunities to the single European market which enterprises may use to their benefits. Changes are much more frequent than ever before. Therefore, it is important to search for innovative solutions which contribute to more effective fulfillment of goals, generate positive changes or increase value for customers and as a matter of fact, enhance innovative performance and business competitiveness. Purpose of the article: The paper deals with the presentation of eco-innovations in the business environment using creative tools of online marketing communication. Eco-innovations are a phenomenon which is present across all business activities and processes including marketing communication. The authors study such marketing activities of businesses which are part of corporate social responsibility, generate business growth and finally help to improve the global environment. The authors also present the partial results of their own quantitative marketing research in order to describe the application of SoLoMo marketing tools in the presentation of eco-innovations in the Slovak business environment. Methods: The authors prepared a standardized questionnaire on a sample of 300 Slovak businesses. To test the dependence or independence of the variables, a Chi-squared test and Fisher´s exact test were used.
Publisher: Torun: Institute of Economic Research
Language: English
Identifier: ISSN: 1689-765X
EISSN: 2353-3293
DOI: 10.24136/eq.2020.007
Source: CEEOL: Open Access
ProQuest Central
DOAJ Directory of Open Access Journals

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SoLoMo marketing as a global tool for enhancing awareness of eco–innovations in Slovak business environment

2020. This work is published under https://creativecommons.org/licenses/by/4.0 (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 1689-765X ;EISSN: 2353-3293 ;DOI: 10.24136/eq.2020.007

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