Assessing SME Perceptions of Using Green Social Media Marketing

Shelley B Beck ()
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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:

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Abstract: 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.

Keywords: Green marketing; social media marketing; green initiatives; social media; SME's (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Pages: 8
Date: 2021-03-31
New Economics Papers: this item is included in nep-afr and nep-env
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Citations: View citations in EconPapers (1)

Published in Journal of Management and Marketing Review, Volume 6, Issue1

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr269

DOI: 10.35609/jmmr.2021.6.1(7)

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