Analytical Research on Consumer Behavior and Digital Marketing Connection for Facilitating Sustainable Marketing Effectiveness

Dear Colleagues,

We are pleased to present an upcoming Special Issue of Sustainability entitled Analytical Research on Consumer Behavior and Digital Marketing Connection for Facilitating Sustainable Marketing Effectiveness.

It is recognized that the Internet ceased to be an innovative technology and began to become a common way of communication, information search, online shopping, and enjoyable leisure time. Moreover, in the context of Marketing 5.0, the human-centred perspective demands a different approach to consumer behaviour in relation to digital marketing for sustainability purposes.

Digital marketing is going through a period in which the concerns of specialists are human-centred oriented towards understanding the psychology and behaviour of consumers in order to create strategies that effectively connect with the target audience, with the way consumers think and behave. The development of effective digital marketing strategies requires prior knowledge of motivations, how to care for consumers and the decision, so that later the content created will talk about each stage of the decision-making process. Promoters of digital marketing strategies have an ever-increasing amount of data at their fingertips and, implicitly, the ability to leverage the information to make informed decisions.

In the last decade, new e-commerce evaluation models have been developed through the analysis of consumer behavior, others based on data mining, as well as models for evaluating the effectiveness of viral marketing in social networks and many others.

Even if there were multiple approaches to the evaluation of the effectiveness of marketing activities in correlation with the analysis of consumer behavior, in our opinion there are still many specific aspects that can be addressed. Thus, in very few cases, neuroscience, consumer loyalty and electronic involvement was called upon, to how Augmented Reality, Artificial Intelligence and GPT Chat influence consumer and organizational decisions, etc.

The purpose of this Special Issue is to highlight, through research and complex, interdisciplinary approaches, new concepts, and innovative practices regarding how marketing strategies can become more effective starting from the analysis of consumer psychology and behavior.

The proposed general theme correlates with the specifics of the Sustainability journal, covering the major topics and concepts addressed in it.

For this Special Issue, original research articles and reviews are welcome. Research areas may include (but are not limited to) the following:

• Digital marketing oriented towards consumer loyalty and electronic involvement;
• Neuromarketing/Neurosciences in the new context of using artificial intelligence and Chat GPT;
• Co-creation of value through digital marketing;
• Video marketing;
• Evaluation of the effectiveness of digital marketing in social networks;
• The modern digital marketing funnel and touchpoint optimisation;
• Ethics in digital marketing.

We look forward to receiving your contributions.

Prof. Dr. Gheorghe Epuran
Dr. Radu Constantin Lixǎndroiu
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

• consumer behaviour
• digital marketing
• loyalty, electronic engagement
• neuromarketing
• AI and Chat GPT
• value co-creation
• marketing efficiency
• marketing ethics