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Assessing SME Perceptions of Using Green Social Media Marketing


  • Shelley B Beck

    (Oxford Brookes University, Headington Campus, Oxford, OX3 0BP, United Kingdom Author-2-Name: Ayanda P Deliwe Author-2-Workplace-Name: Nelson Mandela University, University Way, Summerstrand, 6031, Port Elizabeth, South Africa. Author-3-Name: Elroy E Smith Author-3-Workplace-Name: Nelson Mandela University, University Way, Summerstrand, 6031, Port Elizabeth, South Africa. Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)


Objective - SMEs often fail to market their business and their green marketing initiatives effectively. This paper assesses how the promotion of green social media marketing could provide a possible solution to SMEs failed marketing efforts within the metropoles of Nelson Mandela Bay and Buffalo City in the Eastern Cape Province of South Africa. Methodology/Technique - An empirical study was conducted following a descriptive quantitative research approach in which 150 self-administered structured questionnaires were distributed to respondents. Findings - It was found that most SMEs do not make use of green social media marketing but are aware of the benefits it could offer. Novelty - The study provides guidelines to the owners of SMEs on how to successfully implement green social media marketing. Type of Paper - Empirical.

Suggested Citation

  • Shelley B Beck, 2021. "Assessing SME Perceptions of Using Green Social Media Marketing," GATR Journals jmmr269, Global Academy of Training and Research (GATR) Enterprise.
  • Handle: RePEc:gtr:gatrjs:jmmr269

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    References listed on IDEAS

    1. Samra Chaudary & Zohad Zahid & Saad Shahid & Shamila N. Khan & Sana Azar, 2016. "Customer perception of CSR initiatives: its antecedents and consequences," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 12(2), pages 263-279, June.
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    Cited by:

    1. Wen, Xiaohan (Hannah) & Kim, Shinhye & Bowen, Melanie, 2023. "Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success," Journal of Business Research, Elsevier, vol. 156(C).

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    More about this item


    Green marketing; social media marketing; green initiatives; social media; SME's;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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