Corporate Sustainability: Analyzing Social Media in Green Marketing Strategies

Social media advertising continues to expand rapidly, with businesses of all sizes implementing social media campaigns and a fast-rising interest in green advertising through these channels. Social media advertising has not only transformed the green consumption market, but it has also significantly influenced consumer psychology and behavior. Consumer receptivity to highly sociable green newsfeed advertising ultimately determines their openness to trying new green products, while the interactive and sharing capabilities of social media platforms encourage intuitive users to establish emotional connections with others. This study contributes to the existing literature by introducing a conceptual framework regarding the role of social media platforms in green marketing and business sustainability. Through this framework, organizations can easily understand how various variables influence their overall corporate image when leveraging social media platforms for green marketing. Ultimately, this research assists organizations in prioritizing social media platforms as a core component of their green marketing initiatives, helping them formulate policies and map specific platforms to targeted green initiatives to secure a competitive advantage and a sustainable existence.  

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