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Social dimension of sustainability: From community to social capital

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  • Juran Kim

Abstract

The current study focuses on the social dimension of sustainability related to social capital. Sustainable marketing practices address a set of marketing activities that build a net positive contribution to society, which are evaluated by their successful financial, environmental and social performance. The social dimension of sustainability highlights firms’ influence on society and societal issues such as community relations, charities, and social support. Social capital involves an immaterial power to bind society as one by converting individuals into community members with shared interests, shared social relation assumptions, and a shared common sense. A central element of linking social capital beyond the community can be the capability to leverage institutional resources, ideas, and information. Information sharing, coordination of activities, and collective decision-making can be the beneficial roles of social capital. The study clarified the concept of the social dimension of sustainability related to social capital and offered the future research direction.

Suggested Citation

  • Juran Kim, 2018. "Social dimension of sustainability: From community to social capital," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(2), pages 175-181, April.
    • Handle: RePEc:taf:jgsmks:v:28:y:2018:i:2:p:175-181
    DOI: 10.1080/21639159.2018.1436982
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    Cited by:

    1. Lee, Eun-Ju & Choi, Hanah & Han, Jinghe & Kim, Dong Hyun & Ko, Eunju & Kim, Kyung Hoon, 2020. "How to “Nudge” your consumers toward sustainable fashion consumption: An fMRI investigation," Journal of Business Research, Elsevier, vol. 117(C), pages 642-651.
    2. Fifita, 'Ilaisaane M.E. & Seo, Yuri & Ko, Eunju & Conroy, Denise & Hong, Dayun, 2020. "Fashioning organics: Wellbeing, sustainability, and status consumption practices," Journal of Business Research, Elsevier, vol. 117(C), pages 664-671.
    3. Chih-Chien Wang & Shu-Chen Chang & Pei-Ying Chen, 2021. "The Brand Sustainability Obstacle: Viewpoint Incompatibility and Consumer Boycott," Sustainability, MDPI, vol. 13(9), pages 1-23, May.
    4. Cachón-Rodríguez, Gabriel & Blanco-González, Alicia & Prado-Román, Camilo & Del-Castillo-Feito, Cristina, 2022. "How sustainable human resources management helps in the evaluation and planning of employee loyalty and retention: Can social capital make a difference?," Evaluation and Program Planning, Elsevier, vol. 95(C).
    5. Economou, George & Halkos, George, 2024. "Is economic growth sustainable in the long run? The answer might not be obvious," MPRA Paper 119780, University Library of Munich, Germany.
    6. Zahra Ghorbani & Sanaz Kargaran & Ali Saberi & Manijeh Haghighinasab & Seyedh Mahboobeh Jamali & Nader Ale Ebrahim, 2022. "Trends and patterns in digital marketing research: bibliometric analysis," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 158-172, June.
    7. George Ekonomou & George Halkos, 2023. "Exploring the Impact of Economic Growth on the Environment: An Overview of Trends and Developments," Energies, MDPI, vol. 16(11), pages 1-19, June.
    8. Shukang Zhou & Md. Harun Ur Rashid & Shah Asadullah Mohd. Zobair & Farid Ahammad Sobhani & Abu Bakkar Siddik, 2023. "Does ESG Impact Firms’ Sustainability Performance? The Mediating Effect of Innovation Performance," Sustainability, MDPI, vol. 15(6), pages 1-21, March.
    9. Natalia Sánchez-Arrieta & Rafael A. González & Antonio Cañabate & Ferran Sabate, 2021. "Social Capital on Social Networking Sites: A Social Network Perspective," Sustainability, MDPI, vol. 13(9), pages 1-35, May.
    10. Victoria Pistikou & Floros Flouros & Georgios A. Deirmentzoglou & Konstantina K. Agoraki, 2023. "Sustainability Reporting: Examining the Community Impact of the S&P500 Companies," Sustainability, MDPI, vol. 15(18), pages 1-25, September.
    11. Cho, Yoon-Na & Taylor, Charles R., 2020. "The role of ambiguity and skepticism in the effectiveness of sustainability labeling," Journal of Business Research, Elsevier, vol. 120(C), pages 379-388.
    12. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.

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