Ethical Marketing in the Blockchain-Based Sharing Economy: Theoretical Integration and Guiding Insights

Since the introduction of Ethereum in 2015, blockchain technology (BT) has been evolving, and BT has been associated with the concept of the sharing economy by business academics. Despite the marketing research on the sharing economy that has been extensively conducted in the last decade, the linkage between BT and ethical marketing in the sharing economy remains unclear. Through a systematic literature review of 163 articles and a co-citation analysis, this study identifies the key elements of blockchain capabilities, blockchain attributes, and the underlying economic theories of blockchain. It also synthesizes and proposes a shift of ethical marketing logic in the blockchain-based sharing economy that delineates the principles of stakeholder capitalism. The article concludes with a list of future research directions that underline three approaches of stakeholder theory (i.e., the descriptive, instrument, and normative approaches). These directions aim to guide marketing scholars concerning how BT enables an institutionally embedded view of ethical marketing activities and practices that enhance collaborative marketing and subsequently innovate value chains and create sustainable business models in the sharing economy, as well as to the metaverse.

Procedure for applying the concept of marketing planning at the company

Introduction. During the period of instability and crisis, there is an increased risk and increased competition in the market. For the company, marketing is the mechanism by which it can seize new opportunities to survive and grow. Marketing planning is essential in terms of usefulness and importance, as the needs of society have no boundaries, while the company resources are often limited. The proper organization of marketing activities can give the company the desired profit, as well as conquer new markets and build a positive reputation. The purpose of the paper is to determine the essence of marketing planning, to analyze its systems and methods within the various concepts of marketing. Results. Marketing planning is aimed at fulfilling tasks which aim at achieving the desired level of exchange with target markets. There are five concepts under which companies plan marketing activities: production improvement planning, improvement marketing planning of the final product, intensification of the commercial efforts, generalized marketing approach and socio-ethical marketing. Marketing planning of the company is based on the usage of its three main systems: forecasting; current planning; operational planning. Each of these marketing planning systems has a certain period and its own forms of results implementations. The use of the described systems and methods of marketing planning allows the company to increase its efficiency of marketing activity and to provide its purposefulness. Conclusion. The rapid development of consumer demand is inextricably linked with the growing demands of a company to increase its market competitiveness. The activities of the companies are often carried out in different markets and therefore the enhancing of the marketing planning efficiency is becoming increasingly more important. Marketing planning should become a continuous process, the vector of which will be focused on the actions of the company operating at the flux market conditions, and through it ensure the stable profit growth and strong market positions.

THE USING OF MODERN MARKETING TOOLS IN THE CONTEXT OF SOCIAL RESPONSIBILITY OF BUSINESS

The article is devoted to the problem of using modern marketing tools in the context of corporate social responsibility. It was offered the mechanism of introduction of principles of social responsibility of business through implementation of the concept of socio-ethical marketing in business practice. It was substantiated the elements of the marketing complex for the concept of socio-ethical marketing and the modern vision of this concept, which involves the use of digital marketing tools to promote goods, services and ideas. It was analyzed the factors of global influence on the conditions of doing business, which were formulated in the following areas: a single information space; creation of new business models using artificial intelligence; the economy of shared consumption, which enhances the ability to access various sources of information, providing a multidimensional picture of consumer behaviour; increase consumer loyalty to the use of digital search tools about the characteristics of the product and the possibilities of its purchase and further use; new systems of marketing information in terms of expanding its subsystem of Internet research; the spread of cognitive technologies creates new approaches to information processing and management principles, and also contributes to the transformation of many areas of social and economic development in terms of displacing human labour as a factor in the production of some of them. It was proposad the author's approach to the modern interpretation of socio-ethical marketing, which is based on the needs of consumers in the context of the principles of social responsibility and modern digital tools for their implementation, taking into account the factors of global influence. In the context of such an approach, ethical norms and principles of corporate social responsibility must be implemented. The main purpose of socio-ethical marketing should be the formation of consumer loyalty through the creation of associations with social programs conducted by enterprises and organizations. In this context, the tasks of socio-ethical marketing should be: the analysis of the target audience; development of measures to form a system of customer loyalty and strengthen the position of the brand in a niche market; the improving the quality of goods and services and their compliance with socio-economic and environmental standards; the formation of a system of measures that will improve the quality of life. It was carried out the analysis of marketing tools in the context of realization of the concept of socio-ethical marketing in the conditions of digitalization. It was considered the conditions of development of digital marketing tools. It was determined that the marketing tools that are implemented in the digital economy have certain advantages in the formation of socially defined attributes and needs of specific social groups. However, it does not sufficiently regulate the ethical issues of using personal data of consumers in the context of digitalization. However, studies show a trend of change in the field of socio-ethical relations with consumers, the formation of a paradigm of social responsibility of doing business in new conditions with the spread of cognitive technologies for managing consumer behavior.

Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach

This research is focused on studying the impact of ethical marketing practices on value-adding product sustainability and customer brand relationship sustainability. It further investigates the consequent effects of value-adding product sustainability and customer brand relationship sustainability on brand loyalty. Data for this study were collected from a sample of 1500 customers having multiple interactions with goods and brands of retail organizations in Pakistan. We employed structural equation modeling (SEM) using SPSS 24.0 to analyze our data. The findings of this paper provide empirical support to the proposed relationships. More specifically, ethical marketing practices were found to have a significant impact on value-adding product sustainability and customer-value brand relationship sustainability. The findings also support a positive impacts of value-adding product sustainability and customer-value brand relationship sustainability on brand loyalty. This study provides some valuable implications for the theory and practice in that it identifies and empirically validates key ethical marketing factors affecting loyalty in business-to-consumer interactions. Besides, this study advocates implications for firms regarding some key aspects of ethical marketing practices that should be strengthened to achieve sustained brand loyalty.

ETIKA BISNIS ISLAM PADA PERILAKU PEMASARAN DAN KEPUASAN KONSUMEN

Marketing ethics are an integral part of the Islamic economic system which deals with values that can influence consumer behavior. This study aims to discuss the relationship between ethical concepts of marketing behavior and consumer satisfaction from an Islamic economic perspective. To reconstruct the substantive relationship between ethical concepts of marketing behavior and consumer satisfaction, the literature review analysis method is used in examining secondary sources such as the Qur'anic Tafsir, hadith, journal articles, books, and several other relevant sources. The study results found that ethical marketing behavior in Islam is believed to be conceptually related to customer satisfaction so that it can affect business development. Ethics of marketing behavior and consumer satisfaction must be considered so that the company can face competition, maintains the existence and continuity of its business so that it can provide added value and the highest satisfaction for the company, consumers, and all elements of stakeholders.

THE ROLE OF SOCIALLY RESPONSIBLE MARKETING IN THE ENTERPRISE

The article discusses such concepts as socially responsible marketing, marketing concepts, tools of marketing concepts, social and ethical marketing. The modern tools of realization of social and ethical marketing at the enterprise are analyzed. The main tools of the concept of social-ethical and socially-responsible marketing at the modern enterprise are investigated. The directions on improvement of its activity are offered. The activity of the enterprise is considered, methods on increase of efficiency from realization of the concept of socially responsible marketing are developed. Measures and methods for improving the application of the tools of the concept of socially responsible marketing at the enterprise operating in the domestic market of goods and services are proposed. The methods and ways to increase the effectiveness of the proposed measures on the concept and tools of socially responsible marketing are studied. The analyzed areas of activity of the enterprise provide grounds to say that for modern consumers the issue of social responsibility in general is very important. In the market of modern goods and services where consumers are quite demanding, there are grounds to argue on the relevance of this issue and further active study. On the basis of the analyzed theoretical and practical material on issues of ethics and responsibility, and at the same time the issue of providing reliable information about the production of goods of the enterprise is the main component of effective business. Modern, demanding consumers need an individual approach, starting with the development of idea on the release of goods to the very process of selling goods on the market. That is why this issue is quite relevant and not fully explored. Modern operating conditions dictate more and more requirements for Ukrainian enterprises. That is why every leader is faced with the decision to implement the concept of social responsibility in the development strategy of his enterprise, because, in terms of integration into the world community, social responsibility of doing business is a necessary part and core of enterprise competitiveness. Based on the evolution of marketing concepts, the concept of socially responsible marketing deserves special attention, because it directs its efforts to combine cooperation between consumers, producers and the environment, and therefore society as a whole.