Articles
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Posting with a Purpose: How SMEs Embrace Green Marketing Online
Dr. Priya Nandakumar , Dr. Priya Nandakumar Department of Business and Sustainability, Indian Institute of Management Bangalore (IIMB), IndiaAbstract
The growing significance of sustainability in business practices has led many companies to explore green marketing initiatives, including the use of social media to promote environmentally friendly products and practices. However, the adoption of green social media marketing (G-SMM) by Small and Medium Enterprises (SMEs) remains underexplored. This study investigates SME perceptions of G-SMM and explores the benefits, challenges, and adoption levels associated with incorporating green marketing strategies into their social media presence. The research, which uses a combination of quantitative and qualitative methods, provides valuable insights into how SMEs perceive G-SMM and the factors that influence their decision to adopt or avoid it. Findings indicate that while SMEs are generally aware of green marketing, many face barriers such as cost, lack of expertise, and concerns about its effectiveness in engaging consumers.
Keywords
Green Social Media Marketing (G-SMM), Small and Medium Enterprises (SMEs), Sustainable Marketing, Social Media Strategies
References
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Copyright (c) 2025 Dr. Priya Nandakumar
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