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Sustainable Marketing and the Role of Social Media: An Experimental Study Using Natural Language Processing (NLP)

Author

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  • Ganesh Dash

    (College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

  • Chetan Sharma

    (upGrad Education Private Limited, Mumbai 400018, India)

  • Shamneesh Sharma

    (upGrad Education Private Limited, Mumbai 400018, India)

Abstract

Marketing has changed fundamentally in the new millennium. At the same time, sustainable marketing strategies have evolved to meet the challenges of environmental issues. In this study, we examined the trends in sustainable marketing strategies and the role of social media in these. Based on specific keywords per the objective, this study collected 33 published articles from the Scopus database from 1991 to 2022 (2012–2022). The KNIME (Konstanz Information Miner) and VOSviewer tools were deployed to provide detailed classification and prediction of the various trends in sustainable marketing, with a particular focus on the role of social media. The study method applied text mining and latent semantic analysis to predict the latest trends. The top three trends were Green Marketing and Consumer Behavior, Sustainable Social Media Marketing, and Influencer Social Media Marketing Practices. This NLP-based review and the clustering of research directions provide immense value to marketers and policymakers.

Suggested Citation

  • Ganesh Dash & Chetan Sharma & Shamneesh Sharma, 2023. "Sustainable Marketing and the Role of Social Media: An Experimental Study Using Natural Language Processing (NLP)," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5443-:d:1101956
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    References listed on IDEAS

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    Cited by:

    1. Asuamah Yeboah, Samuel, 2023. "Sustaining Change: Unravelling the Socio-cultural Threads of Sustainable Consumption," MPRA Paper 117981, University Library of Munich, Germany, revised 10 Jun 2023.
    2. Jani Dugonik & Mirjam Sepesy Maučec & Domen Verber & Janez Brest, 2023. "Reduction of Neural Machine Translation Failures by Incorporating Statistical Machine Translation," Mathematics, MDPI, vol. 11(11), pages 1-22, May.
    3. Aleksandar Petrovic & Luka Jovanovic & Nebojsa Bacanin & Milos Antonijevic & Nikola Savanovic & Miodrag Zivkovic & Marina Milovanovic & Vuk Gajic, 2024. "Exploring Metaheuristic Optimized Machine Learning for Software Defect Detection on Natural Language and Classical Datasets," Mathematics, MDPI, vol. 12(18), pages 1-45, September.
    4. Zhaoyue Qin & Yiming Chen & Yue Yan & Yi Huang, 2024. "Influencer Marketing Platforms’ Effect on Light Meal Purchase Intention and Behavior," Sustainability, MDPI, vol. 16(11), pages 1-20, May.
    5. Hojat Behrooz & Carlo Lipizzi & George Korfiatis & Mohammad Ilbeigi & Martin Powell & Mina Nouri, 2023. "Towards Automating the Identification of Sustainable Projects Seeking Financial Support: An AI-Powered Approach," Sustainability, MDPI, vol. 15(12), pages 1-12, June.

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