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Social Media and Green Marketing Strategies: An exploratory study of selected leading companies

Aguilera, Paulina LU (2013) In IIIEE Master thesis IMEN56 20131
The International Institute for Industrial Environmental Economics
Abstract
Social media has become the most popular communication channel. Large amounts of
information flows are being exchanged between users. The information shared on social
media is seen as more reliable than the information found on traditional media. Companies
have already incorporated social media as one of their communication channels. However, the
evolution of social media has occurred in such a brief period that companies are uncertain of
the appropriate amount to invest in these technologies. The percentage invested on an average
marketing budget for social media in companies still accounts for less than 1%. Within
companies’ marketing strategies, green marketing constitutes the focus that companies use to
promote their green... (More)
Social media has become the most popular communication channel. Large amounts of
information flows are being exchanged between users. The information shared on social
media is seen as more reliable than the information found on traditional media. Companies
have already incorporated social media as one of their communication channels. However, the
evolution of social media has occurred in such a brief period that companies are uncertain of
the appropriate amount to invest in these technologies. The percentage invested on an average
marketing budget for social media in companies still accounts for less than 1%. Within
companies’ marketing strategies, green marketing constitutes the focus that companies use to
promote their green products and sustainability initiatives. The results from the research of
this thesis showed that companies are using various communication channels to expose their
commitment with social and environmental challenges. Websites contain detailed information
about companies’ sustainability profiles, so they have become the main channel of information
between companies and stakeholders. Second to these websites Facebook, Twitter, and
YouTube are the social media channels that also depict a glimpse of the sustainability
strategies that are detailed on companies’ websites. Social media is being used to increase
reliability of companies’ sustainability claims through the use of pictures, videos, and other
hypermedia that support companies’ taking actions in real life activities. Moreover,
corporations have come to the realization that not all social media platforms are suitable for
engaging stakeholders in longer sustainability discussions. Corporations have instead started
to create sustainability blogs within their websites to encourage higher levels of engagement
within their various stakeholders. Yet companies still rely on a high information push on social
media, which leaves a large floor to develop further strategies that can encourage people to
join initiatives that urge a stronger commitment with sustainability. (Less)
Please use this url to cite or link to this publication:
author
Aguilera, Paulina LU
supervisor
organization
course
IMEN56 20131
year
type
H2 - Master's Degree (Two Years)
subject
keywords
social media strategies, green marketing, sustainability, corporate sustaianability, strategic corporate social responsibility, sustainable consumption
publication/series
IIIEE Master thesis
report number
2013:07
ISSN
1401-9191
language
English
id
4196244
date added to LUP
2013-12-17 14:52:28
date last changed
2013-12-17 14:52:28
@misc{4196244,
  abstract     = {Social media has become the most popular communication channel. Large amounts of
information flows are being exchanged between users. The information shared on social
media is seen as more reliable than the information found on traditional media. Companies
have already incorporated social media as one of their communication channels. However, the
evolution of social media has occurred in such a brief period that companies are uncertain of
the appropriate amount to invest in these technologies. The percentage invested on an average
marketing budget for social media in companies still accounts for less than 1%. Within
companies’ marketing strategies, green marketing constitutes the focus that companies use to
promote their green products and sustainability initiatives. The results from the research of
this thesis showed that companies are using various communication channels to expose their
commitment with social and environmental challenges. Websites contain detailed information
about companies’ sustainability profiles, so they have become the main channel of information
between companies and stakeholders. Second to these websites Facebook, Twitter, and
YouTube are the social media channels that also depict a glimpse of the sustainability
strategies that are detailed on companies’ websites. Social media is being used to increase
reliability of companies’ sustainability claims through the use of pictures, videos, and other
hypermedia that support companies’ taking actions in real life activities. Moreover,
corporations have come to the realization that not all social media platforms are suitable for
engaging stakeholders in longer sustainability discussions. Corporations have instead started
to create sustainability blogs within their websites to encourage higher levels of engagement
within their various stakeholders. Yet companies still rely on a high information push on social
media, which leaves a large floor to develop further strategies that can encourage people to
join initiatives that urge a stronger commitment with sustainability.},
  author       = {Aguilera, Paulina},
  issn         = {1401-9191},
  keyword      = {social media strategies,green marketing,sustainability,corporate sustaianability,strategic corporate social responsibility,sustainable consumption},
  language     = {eng},
  note         = {Student Paper},
  series       = {IIIEE Master thesis},
  title        = {Social Media and Green Marketing Strategies: An exploratory study of selected leading companies},
  year         = {2013},
}