The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
How Brands Communicate Sustainability Messages in Emerging Markets: A Content Analysis Based on Corporate Websites and Social Media
Abstract
Sustainability is becoming a key concept of competitiveness for brands around the globe. Brands incorporate sustainability into their strategic plans and communicate messages with an aim to attract consumers. In this context, Web and social media are important communication platforms to access to a large number of target consumers. It is now considered to be critical to understand the extent to which brands use such platforms to communicate their sustainability messages, especially in emerging markets where world trade is expanding towards. In this chapter, sustainability-focused communication strategies and messages of the top 100 Turkish and 100 global brands on websites and social media platforms, namely Facebook and Twitter accounts in Turkish language, are examined by content analysis. Their approaches in delivering messages and publicizing practices about different sustainability dimensions in different platforms are also compared. The results indicate important implications for brands to highlight their sustainability messages online.
Related Content
|
Ibrahim Kamel Alshawabkeh.
© 2025.
12 pages.
|
|
Mohammed El Hadi El Maknouzi, Iyad Mohammad Jadalhaq, Imad Eldin Abdulhay, Enas Mohammed Alqodsi.
© 2025.
16 pages.
|
|
Imad El Din Ahmad Abdul Hay, Iyad Mohammad Jadalhaq, Mohammed El Hadi El Maknouzi, Enas Mohammed Alqodsi.
© 2025.
16 pages.
|
|
Habiba Mohammed Al Shamisi.
© 2025.
22 pages.
|
|
Abouelwafa Ibrahim.
© 2025.
18 pages.
|
|
Abderrahim El Maslouhi.
© 2025.
20 pages.
|
|
Driss Ed Daran, Malik Ziaudin, Riad Al Ajlani, Fatima Ezzohra Elhajraoui.
© 2025.
20 pages.
|
|
|