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Navigating Digital Persuasion: Strategies in Green Cosmetic Social Media
Abstract
The case examines how five green cosmetic brands deploy persuasive strategies to promote eco-conscious products via digital media. It focuses on how these brands combine emotional, logical, and ethical appeals with persuasion techniques such as social proof, authority, scarcity, and reciprocity. The study critically assesses whether these strategies authentically support sustainable marketing or risk contributing to greenwashing. Key issues include the transparency of sustainability claims, the intelligibility of technical data in digital formats, and the evolving dynamics of consumer scepticism and cultural interpretation in green branding.
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