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Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues

Author

Listed:
  • Affan Ahmed Khan

    (Institute of Systems Engineering, School of Management Science and Engineering, Dalian University of Technology, Dalian 116024, China)

  • Ming Zheng Wang

    (School of Management, Zheijiang University, Hangzhou 310058, China)

  • Sadaf Ehsan

    (Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Punjab 54000, Pakistan)

  • Mohammad Nurunnabi

    (Department of Accounting, Prince Sultan University, Riyadh 11586, Saudi Arabia
    St Antony’s College, University of Oxford, Oxford OX2 6JF, UK)

  • Maaida Hussain Hashmi

    (Department of Economics, COMSATS University Islamabad, Lahore Campus, Punjab 54000, Pakistan)

Abstract

Acknowledging the widespread use of social media and the exponential growth of digital technology, a number of reputable organizations and small and medium-sized enterprises (SMEs) have shifted their traditional marketing tools to approach new markets for the growth of their businesses. Such companies have introduced their business over social media in order to gain greater attention from the consumers. However, the major concern addressed regarding how products and services are promoted online is regarding sustainable marketing. It is explored that most of the consumers tend to view online businesses by visualizing essential factors that reflect sustainability and thus, SMEs have started to analyze specific web atmospheric cues, which contribute in developing social media according to consumer behavior and their perceptions. To assess the research area, the following study is performed to understand possible measures that are significant in bridging business and consumer needs. This research incorporates a quantitative research method for gathering specific data by using questionnaires. From the findings of the research, it is analyzed that consumers are likely to perceive and give attention to social media by analyzing specific cues, including visuals, ethics, information, social, and security. It is concluded that SMEs could foster their online businesses by adopting effective sustainable marketing strategies aligned according to specific web atmospheric cues.

Suggested Citation

  • Affan Ahmed Khan & Ming Zheng Wang & Sadaf Ehsan & Mohammad Nurunnabi & Maaida Hussain Hashmi, 2019. "Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues," Sustainability, MDPI, vol. 11(9), pages 1-28, May.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:9:p:2663-:d:229784
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    References listed on IDEAS

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    4. David Caldevilla-Domínguez & Almudena Barrientos-Báez & Graciela Padilla-Castillo, 2021. "Twitter as a Tool for Citizen Education and Sustainable Cities after COVID-19," Sustainability, MDPI, vol. 13(6), pages 1-17, March.

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