Impact of Digital Marketing on Customer Awareness of Sustainable Practices: A Study on Social Media Platforms

Riyanka Jain () and Manisha Rao
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Riyanka Jain: Ram Lal Anand College, University of Delhi, Assistant Professor
Manisha Rao: Sri Guru Gobind Singh College of Commerce, University of Delhi, Assistant Professor

A chapter in Proceedings of the International Research Conference on Resilience for Sustainability: Management Practices and Strategies for the Future (IRC 2025), 2025, pp 87-109 from Springer

Abstract: Abstract This study aims to examine the effectiveness of digital marketing efforts in increasing customer awareness of sustainable practices, with a particular focus on social media platforms such as Instagram and Facebook. By analyzing how sustainable messaging is communicated through these platforms, the study seeks to understand how it influences customer awareness, engagement, and behaviour toward sustainable consumption. A mixed-methods approach is used, combining quantitative surveys and qualitative content analysis. Data is collected through a structured questionnaire administered to social media users, measuring their awareness and perception of sustainable practices promoted by brands. Content analysis of selected digital marketing campaigns is conducted to evaluate messaging strategies. Preliminary results suggest that digital marketing on Instagram and Facebook significantly enhances customer awareness of sustainable practices, with higher engagement levels among younger demographics. Customers respond positively to personalized content and visually compelling campaigns. However, there is a gap between awareness and actual behaviour, indicating that increased awareness does not always translate into sustainable consumption. The study highlights the importance of tailoring digital marketing strategies to effectively raise awareness about sustainability. Marketers should focus on interactive content, storytelling, and influencer partnerships to amplify sustainable messaging. This can help brands not only meet customer expectations but also contribute to broader sustainability goals. This research offers original insights into the intersection of digital marketing and sustainability on social media platforms, a relatively under-explored area. It contributes to the growing body of knowledge by providing empirical evidence of the effectiveness of social media campaigns in influencing customer awareness of sustainability.

Keywords: Digital Marketing; Customer Awareness; Sustainable Practices; Social Media Platforms; Instagram; Influencer Marketing; Content Engagement; Sustainable Consumption; Brand Messaging (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-860-8_7

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