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Understanding the associations between social media marketing and green outcomes: A study of employee green behavior

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  • Almansour, Mohammed

Abstract

Guided by the Knowledge Attitude Behavior Theory, the current study examines the interdependences among social media green marketing (SMGM), receptivity to social media marketing (RSMM), green attitude (GAT), voluntary green behavior (VGB), and green electronic word-of-mouth (GEW). In addition, the mediating role of green attitude between these variables is also examined in this study. Data were collected from 301 employees working in various organizations. Findings indicated a significant correlation exists among SMGM, RSMM, and VGB, and SMGM alone was found to have a positive correlation with GAT and GEW.

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  • Almansour, Mohammed, 2025. "Understanding the associations between social media marketing and green outcomes: A study of employee green behavior," Technology in Society, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:teinso:v:82:y:2025:i:c:s0160791x25001289
    DOI: 10.1016/j.techsoc.2025.102938
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