Marketing Digital e o Comportamento de Compra do Consumidor: Um Panorama das Publicações e Proposição de Agenda de Pesquisa

Santos, Weverson Soares; Petroll, Martin de La Martinière; Júnior, João Henriques de Sousa; Rocha, Rudimar Antunes da

doi:10.22279/navus.2020.v10.p01-17.1300

Navus

2020

DOI: 10.22279/navus.2020.v10.p01-17.1300

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Marketing Digital e o Comportamento de Compra do Consumidor: Um Panorama das Publicações e Proposição de Agenda de Pesquisa

Weverson Soares Santos

Martin de La Martinière Petroll

João Henriques de Sousa Júnior

et al.

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Sustainable Digital Marketing

Arantes

2022

Advances in Marketing, Customer Relationship Management, and E-Services

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The purpose of this chapter is to contribute to the gap in the literature of digital marketing and sustainability as joint areas of knowledge and thus contribute to the discussion of the use of digital marketing as a tool to promote sustainability. In addition, this chapter was formulated as a guiding question: to what extent can the use of digital marketing contribute to the adoption of more sustainable behaviors by different audiences? The chapter will include an exhibition on the concept and perceptions of digital marketing, sustainable consumer behavior, and the climate crisis. Subsequently, a renewed concept of sustainable digital marketing is presented as an area of joint action that focuses not only on changing consumer behavior in terms of sustainability, but also on changing the mechanisms of production, transportation, materials used and use of non-sustainable resources renewable by brands/organizations.

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Sustainable Digital Marketing

Arantes

2022

Advances in Marketing, Customer Relationship Management, and E-Services

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show abstract

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Marketing Digital e o Comportamento de Compra do Consumidor: Um Panorama das Publicações e Proposição de Agenda de Pesquisa

Cited by 1 publication

References 0 publications

Sustainable Digital Marketing

Sustainable Digital Marketing

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