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Sustainable Marketing Communication via Social Media: Searching for a Balance in Corporate and Consumer Dialogue
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Author(s): Grazia Murtarelli (Università IULM, Italy), Denis Šimunović (Università IULM, Italy), Elanor Colleoni (Università IULM, Italy)and Stefania Romenti (Università IULM, Italy)
Copyright: 2023
Pages: 16
Source title:
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch007
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Abstract
Social media has transformed the processes throughout corporations communicate their CSR activities, and therefore their overall sustainable marketing strategies. While challenges arise from losing control over communication, leveraging stakeholder engagement offers significant benefits. The research emphasizes that social media should be considered an integral and dialogic part of overall sustainable marketing strategy, providing companies with opportunities to enhance their sustainability initiatives effectively in the digital era. This chapter delves into the realm of sustainable marketing communication on corporate social media, with a focus on the dialogic approach employed by two major fast fashion brands, H&M and Primark. The research explores how these organizations manage online dialogues with their users in relation to sustainability and investigates the impact of different communication strategies on their perceived credibility among stakeholders. While challenges arise from losing control over communication, leveraging stakeholder engagement offers significant benefits.
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