Abstract
The purpose of the article is to test assumptions about the appropriateness of the human-centric marketing concept in the digital era in terms of consumer perception and risks of social nature. Authors address the problem of distrust towards CSR programs in the digital business from both audience and business partners and identify related social opportunities and risks. The research reveals that the directions of social responsibility implementation in the digital environment are different, programs are inconsistent and implemented within the concepts of the societal marketing, the value marketing and traditional marketing concept. For the most part, the management of Russian IT companies do not perceive social responsibility as a significant part of business activity in the digital environment and do not make haste to assume obligations, including corporate digital responsibility. Success in human-centric marketing in the digital era depends on the awareness of the strategic value and threats of the digital transformation for business and society, systematization of CSR programs, and revision and a new interpretation of the marketing mix.
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Agafonova, A.N., Yakhneeva, I.V., Mukhametshina, G.R. (2021). Human-Centric Marketing in the Digital Era. In: Ashmarina, S.I., Horák, J., Vrbka, J., Šuleř, P. (eds) Economic Systems in the New Era: Stable Systems in an Unstable World. IES 2020. Lecture Notes in Networks and Systems, vol 160. Springer, Cham. https://doi.org/10.1007/978-3-030-60929-0_2
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