Marketing in the digital age: cultural values as agents of socially responsible marketing in the digital economy

Abstract

The purpose of the article is to determine the relationship between the characteristics of social marketing stakeholders and the degree of development of marketing systems in the digital economy. The results of the study are based on a critical analysis of the tools and processes of functioning of marketing systems in the context of digitalisation, and the changes it causes in marketing systems at basic and extended levels due to specific features inherent in the digital economy. The concept of cultural dimensions by Hofstede (2010) is applied to determine the collective behavioural characteristics of the most numerous stakeholders of social marketing, which are members of society in selected countries. A positive statistically significant correlation between the share of online shoppers against the indulgence index (R=.77) and the individualism index (R=.73) was found. There is a negative statistically significant correlation between the share of online shoppers against uncertainty avoidance (R=-.76), power distance (R=-.67), gender culture type (R=-.27) and long-term orientation (R=-.27). In general, a significant part of the expected impact of uncertainty avoidance is taken over by mechanisms that guarantee the protection of personal data from unauthorised use and security from fraud and crime committed in cyberspace.

The effects of individual and cultural factors on digital inclusion in European countries: a two-level regression analysis

“…It is therefore understandable that, among the dimensions of culture, only indulgence is associated with digital skills and internet usage. This result is also consistent with previous studies, according to which cultural indulgence exerts a positive and significant influence on country-level digitalisation (Rubino et al, 2020) and the degree of development of digital marketing systems (Robul et al, 2023).…”

“…Studies have found that a high degree of indulgence has a positive impact on country-level digitalisation (Rubino et al, 2020) and inclusive growth (Dan, 2018). According to Robul et al (2023), the share of the population that makes purchases online is positively correlated with indulgence and individualism indices, as well as negatively with uncertainty avoidance, power distance, masculinity and long-term orientation. Chwialkowska and Kontkanen (2017), in turn, have found some associations between cultural dimensions and social media behaviour, and point out that the cultural dimension of indulgence vs restraint plays a vital role in shaping user responses to firm-generated content.…”

“…, 2020) and inclusive growth (Dan, 2018). According to Robul et al. (2023), the share of the population that makes purchases online is positively correlated with indulgence and individualism indices, as well as negatively with uncertainty avoidance, power distance, masculinity and long-term orientation.…”

“…The sixth and last dimension added to the model, indulgence versus restraint, describes the gratification or control of basic human desires related to enjoying life (Hofstede, 2011). It is the least studied of the dimensions, but quite essential from the point of view of digital development (Dan, 2018;Rubino et al, 2020;Robul et al, 2023).…”

“…It is the least studied of the dimensions, but quite essential from the point of view of digital development (Dan, 2018; Rubino et al. , 2020; Robul et al. , 2023).…”