IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i6p5443-d1101956.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/6/5443/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/6/5443/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lucyna Witek & Wiesława Kuźniar, 2020. "Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    2. Ganesh Dash & Debarun Chakraborty, 2021. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    3. Balween Kaur & Veer P. Gangwar & Ganesh Dash, 2022. "Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    4. Theodor Purcărea & Valeriu Ioan-Franc & Ştefan-Alexandru Ionescu & Ioan Matei Purcărea & Victor Lorin Purcărea & Irina Purcărea & Maria Cristina Mateescu-Soare & Otilia-Elena Platon & Anca-Olguța Orza, 2022. "Major Shifts in Sustainable Consumer Behavior in Romania and Retailers’ Priorities in Agilely Adapting to It," Sustainability, MDPI, vol. 14(3), pages 1-51, January.
    5. Dash, Ganesh & Sharma, Kiran & Yadav, Neha, 2023. "The diffusion of mobile payments: Profiling the adopters and non-adopters, Roger's way," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    6. Farzana Sharmin & Mohammad Tipu Sultan & Daniel Badulescu & Alina Badulescu & Afrodita Borma & Benqian Li, 2021. "Sustainable Destination Marketing Ecosystem through Smartphone-Based Social Media: The Consumers’ Acceptance Perspective," Sustainability, MDPI, vol. 13(4), pages 1-24, February.
    7. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    8. Jianrong Yao & Xiangliang Guo & Lu Wang & Hui Jiang, 2022. "Understanding Green Consumption: A Literature Review Based on Factor Analysis and Bibliometric Method," Sustainability, MDPI, vol. 14(14), pages 1-13, July.
    9. Scott Deerwester & Susan T. Dumais & George W. Furnas & Thomas K. Landauer & Richard Harshman, 1990. "Indexing by latent semantic analysis," Journal of the American Society for Information Science, Association for Information Science & Technology, vol. 41(6), pages 391-407, September.
    10. Elizabeth Emperatriz García-Salirrosas & Rafael Fernando Rondon-Eusebio, 2022. "Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    11. Elena-Simina Lakatos & Ligia-Maria Nan & Laura Bacali & George Ciobanu & Andreea-Maria Ciobanu & Lucian-Ionel Cioca, 2021. "Consumer Satisfaction towards Green Products: Empirical Insights from Romania," Sustainability, MDPI, vol. 13(19), pages 1-15, October.
    12. Dhruv Grewal & John Hulland & Praveen K. Kopalle & Elena Karahanna, 2020. "The future of technology and marketing: a multidisciplinary perspective," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 1-8, January.
    13. Campbell, Colin & Farrell, Justine Rapp, 2020. "More than meets the eye: The functional components underlying influencer marketing," Business Horizons, Elsevier, vol. 63(4), pages 469-479.
    14. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    15. Foltean, Florin Sabin, 2019. "Bridging marketing theory - practice gap to enhance firm performance: Introduction to the special issue," Journal of Business Research, Elsevier, vol. 104(C), pages 520-528.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eleni Kilipiri & Eugenia Papaioannou & Iordanis Kotzaivazoglou, 2023. "Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    2. Bu, Yi & Parkinson, Joy & Thaichon, Park, 2022. "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Alencar Bravo & Darli Vieira & Thais Ayres Rebello, 2022. "The Origins, Evolution, Current State, and Future of Green Products and Consumer Research: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(17), pages 1-25, September.
    4. Pittman, Matthew & Abell, Annika, 2021. "More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 70-82.
    5. Cheung, Man Lai & Leung, Wilson K.S. & Aw, Eugene Cheng-Xi & Koay, Kian Yeik, 2022. "“I follow what you post!†: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    6. Blanca I. Hernández-Ortega & Michael A. Stanko & Rishika Rishika & Francisco-Jose Molina-Castillo & José Franco, 2022. "Brand-generated social media content and its differential impact on loyalty program members," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1071-1090, September.
    7. Grewal, Dhruv & Herhausen, Dennis & Ludwig, Stephan & Villarroel Ordenes, Francisco, 2022. "The Future of Digital Communication Research: Considering Dynamics and Multimodality," Journal of Retailing, Elsevier, vol. 98(2), pages 224-240.
    8. (Chloe) Ki, Chung-Wha & Park, Sangsoo & Kim, Youn-Kyung, 2022. "Investigating the mechanism through which consumers are “inspired by” social media influencers and “inspired to” adopt influencers’ exemplars as social defaults," Journal of Business Research, Elsevier, vol. 144(C), pages 264-277.
    9. Robert Zniva & Wolfgang J. Weitzl & Christina Lindmoser, 2023. "Be constantly different! How to manage influencer authenticity," Electronic Commerce Research, Springer, vol. 23(3), pages 1485-1514, September.
    10. Syed Asim Shah & Muhammad Haroon Shoukat & Waseef Jamal & Muhammad Shakil Ahmad, 2023. "What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information," SAGE Open, , vol. 13(2), pages 21582440231, June.
    11. Jacobson, Jenna & Hodson, Jaigris & Mittelman, Robert, 2022. "Pup-ularity contest: The advertising practices of popular animal influencers on Instagram," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    12. Tan, Yingsi & Geng, Shuang & Katsumata, Sotaro & Xiong, Xiaojun, 2021. "The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    13. Koorank Beheshti, Mohammadali & Gopinath, Mahesh & Ashouri, Sama & Zal, Saeed, 2023. "Does polarizing personality matter in influencer marketing? Evidence from Instagram," Journal of Business Research, Elsevier, vol. 160(C).
    14. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    15. Balaji, M.S. & Jiang, Yangyang & Jha, Subhash, 2021. "Nanoinfluencer marketing: How message features affect credibility and behavioral intentions," Journal of Business Research, Elsevier, vol. 136(C), pages 293-304.
    16. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    17. Irina Wedel & Michael Palk & Stefan Voß, 2022. "A Bilingual Comparison of Sentiment and Topics for a Product Event on Twitter," Information Systems Frontiers, Springer, vol. 24(5), pages 1635-1646, October.
    18. Mohammed Salem Binwahlan, 2023. "Polynomial Networks Model for Arabic Text Summarization," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 10(2), pages 74-84, February.
    19. Krystyna Mazurek-Lopacinska & Magdalena Sobocinska, 2021. "Social Media in Marketing Activities of Enterprises in the Light of the Analysis of Empirical Research Results," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 647-658.
    20. Curci, Ylenia & Mongeau Ospina, Christian A., 2016. "Investigating biofuels through network analysis," Energy Policy, Elsevier, vol. 97(C), pages 60-72.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5443-:d:1101956. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.