Designing a digital marketing strategy that stimulates consumer engagement is vital and challenging for digital marketers. Despite previous research on this topic, little is known about the unpaid (organic) strategies of digital marketing and how they attract web traffic through consumer engagement. Based on the stimuli–organism–response model, this study examined the effects of three organic marketing practices related to electronic commerce shopping platforms, namely, search engine optimization, social media posts, and user-generated content, on consumer engagement. Covariance-based structural equation modeling was utilized to analyze 464 responses from followers of five electronic commerce firms’ Facebook fan pages. Based on the stimuli–organism–response paradigm, we found that organic marketing practices positively impact consumers’ behavioral engagement; however, consumers’ psychological engagement partially mediates these impacts. Further, consumers’ attention to social comparison of consumption dampens the positive effect of search engine optimization and psychological engagement on consumers’ behavioral engagement. The findings of this paper improve our understanding of the roles played by organic digital marketing practices in attracting consumer engagement and provide guidelines for digital marketers on how to utilize unpaid marketing strategies to attract authentic consumer engagement. This study presents a new framework in measuring the digital marketing strategies available to electronic commerce firms exploring unpaid marketing strategies.

Green technological innovation (G.T.I.) contributes to making economic growth compatible with ecological sustainability (E.S.). Thus, in light of environmental challenges and attempts of emerging economies’ progress toward a green revolution, this study examines the effects of G.T.I. on green growth (G.G). and E.S. for 25 emerging economies from 1990 to 2018. It also investigates the moderating role of G.T.I. on the impacts of energy intensity and foreign direct investment (F.D.I.) on G.G. and E.S. to illustrate the energy rebound effect and pollution haven hypothesis. The Fully modified least square (F.M.O.L.S.), the Dynamic least square (D.O.L.S.), and the Pooled mean group autoregressive distributed lag (P.M.G./A.R.D.L.) estimators are used. The findings imply that G.T.I. positively impacts G.G. and E.S. in emerging economies. Conversely, F.D.I. and energy intensity have adverse effects on G.G. and E.S. However, the negative effects of F.D.I. and energy intensity on G.G. and E.S. are decreasing with respect to G.T.I., implying that emerging countries promoting G.T.I. minimize the pollution haven effects of F.D.I. and mitigate the negative effect of energy intensity. Therefore, G.T.I. is a vital factor to facilitate the pathway to the green revolution in emerging economies. Policy implications are forwarded based on the findings of the study.

This study aims to examine the long-term and short-term diverse effects of economic policy uncertainty, trade policy uncertainty, and financial market uncertainties on the import performance of advanced economies. It employs the Pooled mean group autoregressive distributed lag (PMG/ARDL) method for the panel of 27 advanced economies using quarterly data from the first quarter of 1996 to the fourth quarter of 2020. The study's results reveal that local and global economic and trade policy uncertainties have significant adverse long-term effects on the import performance of advanced economies. Besides, financial market uncertainties negatively impact advanced economies’ imports in the long run. Nonetheless, the results imply that domestic economic and trade policy uncertainties positively affect imports in the short run. Moreover, the Dumitrescu-Hurlin (D-H) panel causality test indicated that bidirectional causality exists between financial market and trade policy uncertainty indicators and imports. However, unidirectional causality exists between economic policy indicators and imports. The results are consistent across different sensitivity analyses. Based on these findings, we propose policy implications to control economic, trade and financial market uncertainties and thereby alleviating their impact on the import performance of advanced economies.