Exploring the Intersection of Social Media Marketing and Environmental Sustainability: A Systematic Literature Review

Abstract

Digital marketing, social media, and sustainable practices have become crucial components for businesses seeking to thrive in the modern market. This study explores the intersection of these elements, focusing on how businesses leverage digital platforms and green marketing strategies to address global sustainability challenges while enhancing profitability. Research highlights the role of social media marketing in promoting eco-friendly business models, by fostering sustainability awareness and enabling engagement with environmentally conscious consumers. Additionally, the integration of green marketing techniques, such as sustainable product positioning and eco-friendly branding, has been shown to improve business performance and consumer loyalty. However, challenges such as resource limitations, high implementation costs, and the need for institutional support persist, particularly for small and medium-sized enterprises (SMEs). The studies suggest that overcoming these barriers requires innovation, government backing, and a deeper understanding of how digital marketing strategies can align with sustainability goals to drive long-term business success.