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The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review

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  • Paweł Bryła

    (Department of International Marketing and Retailing, Faculty of International and Political Studies, University of Lodz, Narutowicza 59a, 90-131 Lodz, Poland)

  • Shuvam Chatterjee

    (Doctoral School of Social Science, University of Lodz, Matejki 22/26, 90-297 Lodz, Poland)

  • Beata Ciabiada-Bryła

    (Department of Preventive Medicine, Faculty of Health Sciences, Medical University of Lodz, Zeligowskiego 7/9, 90-752 Lodz, Poland)

Abstract

Social media have progressed drastically in building successful consumer engagement both in brand building and sustainable consumption. This paper is a review of the articles concerning the influence of social media marketing on consumer engagement in sustainable consumption practices published over the last 8 years. We follow the PRISMA technique as a methodological approach. The review investigates 70 empirical research articles published between 2014 and 2022. A total of 70% of the reviewed articles were published during the last two years. The most influential theories in this field of study are relationship marketing and consumer engagement (16 articles), social exchange (10), and sustainable consumption (8). The most commonly used methods are quantitative (in as many as 61 of the 70 reviewed articles). A careful analysis of the reviewed articles suggests that the tools that are consistently contributing to sustainable consumption are influencer marketing along with creating meaningful content with the right balance of content design, quality, and creativity, as well as the use of emojis. Consumer involvement with a brand relationship quality is key to a sustainable lifestyle. Young individuals with an entrepreneurial vision and a high drive for increased social status demonstrate the highest social media engagement in sustainable consumption.

Suggested Citation

  • Paweł Bryła & Shuvam Chatterjee & Beata Ciabiada-Bryła, 2022. "The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review," IJERPH, MDPI, vol. 19(24), pages 1-16, December.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:24:p:16637-:d:1000192
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