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Businesses are increasingly using corporate communication technologies to interact with prospective customers. Therefore, this study explores the corporate executives’ readiness to use interactive media for engagement with online users. The methodology relied on valid and reliable measures to explore the participants’ pace of technological innovation (PTI), perceived usefulness, ease of use and social influences, as these factors can have an effect on their engagement with interactive technologies. The findings supported the scales’ content validity as the structural equation modeling approach has reported a satisfactory fit for this study’s research model. The results indicated that the PTI, perceived usefulness, ease of use of online technologies as well as social influences were significant antecedents for the marketing executives’ engagement with online users through digital media. There were significant influences from the demographic variables, including age, gender and experiences that moderated these relationships. In conclusion, this contribution identifies its limitations and suggests possible research avenues to academia.

The latest advances in digital technologies have changed the way companies communicate with their stakeholders. This chapter explores the businesses’ usage of digital communication channels. It focuses on their utilization of social media for marketing and promotion of products, corporate social responsibility (CSR) practices and stakeholder engagement with financial stakeholders. An exploratory study was carried out on a sample of 167 Italian businesses. It investigated the companies’ websites and their social media accounts. The findings suggest that the Italian businesses are using various social media networks for corporate communication purposes. This descriptive research shows that they are utilizing Facebook, LinkedIn and YouTube, among others, to communicate commercial information and to promote their business. Moreover, they are using Instagram and Twitter to raise awareness about their CSR initiatives. In conclusion, this chapter implies that marketers need to carefully coordinate the use of different digital tools to ensure that they reach their target audiences in an effective manner.

This chapter explores how various organizations are engaging millennials in the energy transition. In the climate accord from Paris, almost all countries in the world agreed upon reducing greenhouse gasses, so climate change will be limited. In order to do so, we do need to cut down on our use of fossil fuels and we do need to alter our behaviour. In this chapter, we study how organizations are engaging with young people, often referred to as millennials on this subject. Millennials are seen as digital natives, and they grew up with digital communication. Do organizations engage millennials in this energy transition and engage them in a way that millennials do communicate? Our study showed that, with a few exceptions, organizations do not use interactive media and elements that millennials use, and in this, do not engage millennials to join in the energy transition. We give some suggestions on how organizations can engage millennials to a larger extent.

Besides having an important place in the daily lives of today’s consumers, technology impacts consumer behavior in variety of ways such as giving direction to their buying behavior, changing the characteristics that they expect from a product and the value they perceive, and influencing their satisfaction about the product. When omnichannel marketing is analyzed in this respect, it is an important issue that should be considered for the success of the marketing activities of the enterprises. This chapter will explain the single channel first and then multichannel marketing and omnichannel marketing concepts. The potential effects of omnichannel usage on issues about consumer behavior such as brand loyalty, customer satisfaction, perceived brand value, and buying behavior will be explained in detail. Then, the characteristics of the consumers using omnichannel and the factors affecting the success of these continents in terms of both consumers and businesses will be discussed. In this chapter, omnichannel marketing application examples will also be discussed in detail.

Very low click-through rates (CTR) raise serious questions about the effectiveness of banner advertisements. However, we believe that the effect of a banner ad is not limited by clicks. Banner ad information itself can be processed by the audience.

We propose that the exposure effect of a banner ad exists even when the banner is not clicked. The results of our experiments strongly support this effect. Analyses also revealed that a non-clicked banner ad can create as strong of an exposure effect as clicked banner ads. Also, audiences that are able to recall the existence of the banner ad on a web page develop stronger implicit memory than those who cannot. Researchers are invited to re-test these interesting findings in various cultures with differing levels of Internet penetration and experience.

Entrepreneurial ecosystems provide a comprehensive way to understand the complexity of sport entrepreneurship. Due to the competitiveness inherent in the sport system taking a biological metaphor to understand the development of entrepreneurship is useful. This is helpful in understanding the way diverse entities in the sport industry interact in terms of pursuing entrepreneurial activity. As there are various entities in sport, it helps to take an ecosystem point of view in terms of how they interact. This chapter focuses on how an entrepreneurial ecosystem perspective of sport entrepreneurship is needed to understand the role of stakeholders in the sport industry. Thereby linking the literature on practice theory with entrepreneurship and more specifically entrepreneurial ecosystems.