From Likes to Purchases: The Role of Social Media Marketing in Boosting Consumer Engagement with Green E-Commerce

Andi Safitri Hafida ()
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Andi Safitri Hafida: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 2157-2167 from Springer

Abstract: Abstract In today’s digital era, social media marketing has become one of the most effective tools for businesses to enhance consumer engagement. This study aims to analyze the role of social media marketing in driving consumer engagement with green e-commerce and how interactions on social media platforms influence the purchase decisions of environmentally friendly products. A quantitative approach was employed, involving a survey of 500 respondents who are active on social media and make transactions on green e-commerce platforms. Regression analysis was used to evaluate the relationship between social media engagement levels (likes, comments, shares) and consumers’ purchase intentions. The results show that consumer engagement on social media significantly influences the decision to purchase green products. These findings demonstrate that social interaction-based marketing strategies, such as campaigns emphasizing sustainability values, can increase awareness and the intention to buy eco-friendly products. This study contributes to the literature on digital marketing and sustainability, while also providing practical insights for green e-commerce businesses on optimizing their social media campaigns.

Keywords: Social media marketing; consumer engagement; green e-commerce; sustainability; purchase decisions (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-758-8_172

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DOI: 10.2991/978-94-6463-758-8_172

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