Role of Sustainability in Digital Age: Leveraging Social Media for Green Marketing Campaigns” an Empirical Study with Reference to Bangalore

Author(s)	Bindhu SK, Y Nagaraju
Country	India
Abstract	The current empirical study aims to comprehensively investigate the influence of social media on achieving sustainability through the promotion of green marketing. The primary objective is to examine the association between environmental practices, discounts or promotions, recommendations from friends or influencers, personal values, and brand value, and the decision to support or purchase from a sustainable brand through social media promotion. Additionally, the study explores the perception of gender concerning the importance of various social media metrics, taking into account of both qualitative and quantitative research approaches, and simple random sampling method were adopted with sample size of 123 respondents, in context of Bangalore geographical area.
Keywords	Marketing, Green Marketing, Digital, Eco-friendly marketing campaigns, social media, Sustainability, Digital Leveraging and Green Marketing Strategies
Field	Business Administration
Published In	Volume 6, Issue 1, January-February 2024
Published On	2024-01-11
Cite This	Role of Sustainability in Digital Age: Leveraging Social Media for Green Marketing Campaigns” an Empirical Study with Reference to Bangalore - Bindhu SK, Y Nagaraju - IJFMR Volume 6, Issue 1, January-February 2024. DOI 10.36948/ijfmr.2024.v06i01.11839
DOI	https://doi.org/10.36948/ijfmr.2024.v06i01.11839
Short DOI	https://doi.org/gtdr5m

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