Does sustainable communication have an impact on international social media audiences? A neuromarketing explorative study between Finland and Italy

Myriam Caratù (), Patrizia Cherubino, Stefano Menicocci and Ana C. Martinez-Levy
Additional contact information
Myriam Caratù: Università degli Studi Internazionali di Roma UNINT
Patrizia Cherubino: Sapienza University of Rome
Stefano Menicocci: Sapienza University of Rome
Ana C. Martinez-Levy: Sapienza University of Rome

Italian Journal of Marketing, 2024, vol. 2024, issue 1, No 2, 54 pages

Abstract: Abstract This paper aims to evaluate international social media marketing strategies to better understand the effect of sustainable communication on Millennials and Gen-Z attitudes towards the fast and eco-fashion industry. The value and originality of this research relies on the fact that it provides parametric insights, by using online neuromarketing methods, on the behavioural differences between different cultures and generations that have been exposed to a sustainable marketing stimulus. To this aim, the study compares two countries with different sensitivities to sustainability issues. Eye-tracker and facial coding recognition technologies were used to evaluate sample instinctive reactions in terms of visual attention and emotion, in response to eight social media posts. Following this, the LOHAS questionnaire was administered to collect information about people who are interested in healthy living and social and environmental issues, and other questions were administered to collect information about intention to buy, willingness to pay, quality, and sustainability for each product promoted in the post. The results show that posts with sustainability-related content are viewed earlier and for a longer time than neutral posts in both countries, suggesting that younger generations are developing similar awareness of environmental sustainability issues regardless of their country of origin. The paper concludes by providing managerial implications and suggestions from the point of view of content management with respect to what is inferred from the results of the neuromarketing test.

Keywords: Sustainability; Social media; Neuromarketing; Advertising; International marketing (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s43039-023-00086-z 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:spr:ijmark:v:2024:y:2024:i:1:d:10.1007_s43039-023-00086-z

Ordering information: This journal article can be ordered from
https://www.springer.com/journal/43039

DOI: 10.1007/s43039-023-00086-z

Access Statistics for this article

Italian Journal of Marketing is currently edited by Daniele Dalli

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