Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues

Affan Ahmed Khan, Ming Zheng Wang, Sadaf Ehsan, Mohammad Nurunnabi and Maaida Hussain Hashmi
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Affan Ahmed Khan: Institute of Systems Engineering, School of Management Science and Engineering, Dalian University of Technology, Dalian 116024, China
Ming Zheng Wang: School of Management, Zheijiang University, Hangzhou 310058, China
Sadaf Ehsan: Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Punjab 54000, Pakistan
Mohammad Nurunnabi: Department of Accounting, Prince Sultan University, Riyadh 11586, Saudi Arabia
Maaida Hussain Hashmi: Department of Economics, COMSATS University Islamabad, Lahore Campus, Punjab 54000, Pakistan

Sustainability, 2019, vol. 11, issue 9, 1-28

Abstract: Acknowledging the widespread use of social media and the exponential growth of digital technology, a number of reputable organizations and small and medium-sized enterprises (SMEs) have shifted their traditional marketing tools to approach new markets for the growth of their businesses. Such companies have introduced their business over social media in order to gain greater attention from the consumers. However, the major concern addressed regarding how products and services are promoted online is regarding sustainable marketing. It is explored that most of the consumers tend to view online businesses by visualizing essential factors that reflect sustainability and thus, SMEs have started to analyze specific web atmospheric cues, which contribute in developing social media according to consumer behavior and their perceptions. To assess the research area, the following study is performed to understand possible measures that are significant in bridging business and consumer needs. This research incorporates a quantitative research method for gathering specific data by using questionnaires. From the findings of the research, it is analyzed that consumers are likely to perceive and give attention to social media by analyzing specific cues, including visuals, ethics, information, social, and security. It is concluded that SMEs could foster their online businesses by adopting effective sustainable marketing strategies aligned according to specific web atmospheric cues.

Keywords: social media; SMEs; sustainability; web atmospheric cues; consumers; online business; sustainable marketing strategies; consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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