Implementation of Green Marketing Concept Through Social Media Activities: A Systematic Literature Review
Elnur Nabivi
- Vol. 11, Iss: 11, pp 55-67
Reads0
Chats0
TLDR
A systematic literature review was conducted to take up this goal, indicating 31 relevant publications from 21 journals published between 2010 and July 2020, for exploring the ways of implementing green marketing strategies through social networks as mentioned in this paper.Abstract:
The last century’s industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using “green marketing” strategies. Green marketing refers to the development and marketing of products that are considered environmentally safe. Furthermore, the extensive use of the Internet and increasing social media’s importance in recent years forced brands to communicate with consumers in this way. In this study, these two mega-trends influencing contemporary consumer behavior were combined: social media and green marketing. Although several studies explored sustainable strategies of brands in the field of social media, this body of research has not been subjected to a review. The primary goal of the research is to determine the main topics covered in the literature. A systematic literature review was conducted to take up this goal, indicating 31 relevant publications from 21 journals published between 2010 and July 2020, for exploring the ways of implementing green marketing strategies through social networks. After analyzing collected data, four main topics covered in the literature body were extracted: general marketing strategies of brands, brand promotion strategies, determinants of consumer’s green purchasing behavior, and raising environmental awareness. Based on the performed synthesis, the research gaps and fruitful directions for further research were formulated. JEL classification: M30, M31read more
Citations
More filters
Journal ArticleDOI
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media
TL;DR: This paper conducted a systematic content analysis of green advertising by leading global corporations on social media in 2019, 2020, and 2021 and found that more than 70% of the claims were misleading.
References
More filters
Journal ArticleDOI
Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement
TL;DR: Moher et al. as mentioned in this paper introduce PRISMA, an update of the QUOROM guidelines for reporting systematic reviews and meta-analyses, which is used in this paper.
Journal Article
Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement [in Spanish]
David Moher,Alessandro Liberati,Jennifer Tetzlaff,Douglas G. Altman,Gerd Antes,David C. Atkins,Virginia Barbour,N Barrowman,Jesse A. Berlin,J Clark,Mike Clarke,Deborah J. Cook,Roberto D'Amico,Jonathan J Deeks,Philip J. Devereaux,Kay Dickersin,M Egger,E Ernst,P C Gøtzsche,Jeremy M. Grimshaw,G Guyatt,Julian P T Higgins,Ioannidis Jpa.,Jos Kleijnen,Tom Lang,N Magrini,D McNamee,Lorenzo Moja,C Mulrow,M Napoli,Andrew D Oxman,B Pham,Drummond Rennie,Margaret Sampson,Kenneth F. Schulz,Paul G. Shekelle,David Tovey,Peter Tugwell +37 more
Journal ArticleDOI
Determinants of consumer engagement in electronic word-of-mouth in social networking sites
TL;DR: In this paper, a conceptual model that identifies tie strength, homophily, trust, normative and informational interpersonal influence as an important antecedent to eWOM behavior in SNSs was developed and tested.
Journal ArticleDOI
How to Do a Systematic Review: A Best Practice Guide for Conducting and Reporting Narrative Reviews, Meta-Analyses, and Meta-Syntheses.
TL;DR: It is argued that systematic reviews are a key methodology for clarifying whether and how research findings replicate and for explaining possible inconsistencies, and it is called for researchers to conduct systematic reviews to help elucidate whether there is a replication crisis.
Journal ArticleDOI
From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior
TL;DR: In this article, the authors examined the effect of firm-generated content (FGC) in social media on three key customer metrics: spending, cross-buying, and customer profitability.