The communication role of social media in social marketing: a study of the community sustainability knowledge dissemination on LinkedIn and Twitter

Lei Huang (), Amelia Clarke (), Natalie Heldsinger () and Wen Tian ()
Additional contact information
Lei Huang: State University of New York at Fredonia
Amelia Clarke: University of Waterloo
Natalie Heldsinger: University of Waterloo
Wen Tian: University of Waterloo

Journal of Marketing Analytics, 2019, vol. 7, issue 2, No 3, 64-75

Abstract: Abstract This study aims to provide social marketers and researchers with some innovative perspectives on the application of social media in disseminating and promoting new sustainability knowledge to targeted audiences including academics, community sustainability stakeholders, and policy-makers. An online survey was used to examine the audiences’ attitudes of and motivations for engaging in LinkedIn and Twitter sites that disseminate sustainability knowledge. Also, the fact-based measurements from LinkedIn and Twitter showing the participants’ reactions to the contents and formats were analyzed. The results suggest that the infographics message format received the highest engagement and response rates. Participants used Twitter to obtain general sustainability knowledge while being engaged in LinkedIn for specific advice on the implementation of community sustainability plans.

Keywords: Social media; Knowledge dissemination; Sustainability; Social marketing; LinkedIn; Twitter (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://link.springer.com/10.1057/s41270-019-00053-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:7:y:2019:i:2:d:10.1057_s41270-019-00053-8

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-019-00053-8

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().