THE POWER OF INTERCONNECTIVITY IN INTELLIGENT TECHNOLOGIES AS A WAY TO INCREASE ENVIRONMENTAL PROTECTION AWARENESS AND IMPLICATION

摘要

Environmental protection has always been an important subject matter to be addressed in the way to sustainable development. However, in our current fast-paced environment, dominated by speed and an increasing number of responsibilities, people find it more and more difficult to figure out the time and motivation to get involved in this area. In a marketing environment dominated by social media and online interactions, intelligent technologies prove to be a very useful and audience-centered tool for this matter. Particularly, the increasing number of smartphone users leads the way to a faster, innovative and well targeted solution, such as the use of both interactive and personalised mobile applications. The current paper aims to emphasise the impact that a mobile application, founded on the grounds of interconnectivity and geo-location, would have on increasing the engagement of users regarding environmental protection awareness and implication. For this purpose, the marketing research conducted in order to study the opinions, attitudes and possible behaviours of smartphone users towards integrating intelligent technologies in the area of environmental protection confirms the positive outcomes and serves as a baseline for further development and implementation of such a mobile application.