Corporate Sustainable Development and Marketing Communications on Social Media: Fortune 500 Enterprises

Abstract

This study proposes a measurement to evaluate corporate sustainability marketing communications on social media implemented by Fortune 500 enterprises. The results reveal significant differences between sustainability marketing communications in blogs and on Facebook. This study makes theoretical contributions by proposing a customer‐centric SMC framework that integrates sustainability issues, stimulation of sustainable mindsets and encouragement of sustainable consumption. It also demonstrates how corporate sustainability marketing communications differ on different social media. In addition, practical suggestions are provided. Copyright © 2016 John Wiley & Sons, Ltd and ERP Environment

Mapping Research on Customer Centricity and Sustainable Organizations

“…It is very interesting as in Cluster 2, where "sustainability" is incorporated in the "triple bottom line" perspective where the performance of companies is not only based on economic criteria, but the environmental and social impact must be taken into account [10]. In this cluster, the relationship between 34 different concepts is shown, among which the use of marketing stands out [16]; the quality of the service [67]; and a very interesting topic where the use of Information, Communication Technology, and Big Data is promoted [68,69]. Taking into account the need for information at the right time, the Big Data approach [58,68,70,71] and the utilization of some Artificial Intelligence techniques [72,73] are able to effectively and efficiently manage and analyze the vast amount of customer data [3].…”

Mapping Research on Customer Centricity and Sustainable Organizations

“…In the 188 papers, 1465 keywords were identified, of which 89 were used in the analysis since they fulfilled It is very interesting as in Cluster 1, where "sustainability" is incorporated in the "triple bottom line" perspective where the performance of companies is not only based on economic criteria, but the environmental and social impact must be taken into account [10]. In this cluster the relationship between 40 different concepts is shown; among which the use of marketing stands out [15]; the Corporate Social Responsibility [25]; the quality of the service [59]; and, a very interesting topic where the use of Information and Communication Technology and Big Data is promoted [60,61].…”

“…To the best of our knowledge, there are no studies that analyze the customer-centric perspective and sustainability from the angle of bibliometric analysis. For this very reason, this role can fill this gap in research, even more so when there are already some measurement criteria that take these criteria into account [15].…”

The effect of greenwashing on online consumer engagement: A comparative study in France, Germany, Turkey, and the United Kingdom

“…The pages including the corporate profiles of brands in social media are called brand pages (Richter & Riemer, ). Businesses have been obtaining many opportunities such as establishing long‐term relations with consumers, creating customer loyalty, enabling repurchase, making consumers advocates of the brand, and the viral spreading of marketing messages (Amran et al, ; Dobele et al, ; Lee, ) by using brand pages. Therefore, businesses want to know the most effective social media tactics and to get engaged with users in the best way.…”

“…Businesses want to integrate with their stakeholders with an environmental and sustainable perspective to strengthen their brand name (Amran, Ooi, Mydin, & Devi, ) and use social media for this purpose. They share their opinions about environmentalism and sustainability with consumers, who are crucial stakeholders, from their unique points of view on platforms such as blog or Facebook (Lee, ). Unlike traditional media, consumers can instantly react to posts created by businesses and integrate with the business.…”