Asian Journal of Management

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Penetration of Social Media in Sustainable Marketing


Affiliations
1 St. Mary’s HSS, Kizhakkekara, Kottarakkara, Kerala, India
2 St. John’s College, Anchal, University of Kerala, Kerala, India
     

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Technology has profoundly altered our modes of life. In today's world nothing is permanent except change. IT has revolutionized the way we do thing, the role IT in today's society is phenomenal. Today's organizations need to advance beyond a view of ethics as necessary for safeguarding their reputation. Not only marketers but consumers are also concerned about the environment, and consumers are also changing their behavior pattern. Now, individual as well as industrial consumers are becoming more concerned about environment-friendly products. As a result of this, the term "Sustainable Marketing" has emerged. In this context the article focuses on the role of social media in sustainable marketing.

Keywords

Corporate Social Responsibility, Ethics, Social Media, Social Conscious Consumerism, Sustainable Marketing.
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  • New white paper "Green Marketing: Think before you act" (2012) available at www.sustainabilityconsulting.com

  • American Marketing Association. (2011, August 11). Dictionary. Retrieved August 11, 2011, from marketingpower:http://www.marketingpower.com

  • Ottman, J.A. et al, "Avoiding Green Marketing Myopia", Environment, Vol-48, June-2006

  • Ahlqvist, Toni; Back, A., Halonen, M., Heinonen, S (2008). "Social media road maps exploring the futures triggered by social media". VTT Research notes (2454):13

  • Trattner, C., Kappe, F. (2013). "Social Stream Marketing on Face book: A Case Study". International Journal of Social and Humanistic Computing (IJSHC) Vol. 2, No. 1/2, 2013


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  • Penetration of Social Media in Sustainable Marketing

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Authors

J. Santhosh
St. Mary’s HSS, Kizhakkekara, Kottarakkara, Kerala, India
Anu Varghese
St. John’s College, Anchal, University of Kerala, Kerala, India

Abstract


Technology has profoundly altered our modes of life. In today's world nothing is permanent except change. IT has revolutionized the way we do thing, the role IT in today's society is phenomenal. Today's organizations need to advance beyond a view of ethics as necessary for safeguarding their reputation. Not only marketers but consumers are also concerned about the environment, and consumers are also changing their behavior pattern. Now, individual as well as industrial consumers are becoming more concerned about environment-friendly products. As a result of this, the term "Sustainable Marketing" has emerged. In this context the article focuses on the role of social media in sustainable marketing.

Keywords


Corporate Social Responsibility, Ethics, Social Media, Social Conscious Consumerism, Sustainable Marketing.

References