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Sustainability
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Sustainable Marketing Driven by Social Media and Consumer–Brand Relationships
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Sustainable Marketing Driven by Social Media and Consumer–Brand Relationships

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (31 January 2023) | Viewed by 15265

Special Issue Editors

Prof. Dr. Byoungsoo Kim

E-Mail Website
Guest Editor
Business School, Yeungnam University, 280 Daehakro, Gyeongsansi, Gyeongsangbukdo 38541, Korea
Interests: social media markting; brand relationships; social customer relationship management
Prof. Dr. Daekil Kim

E-Mail Website
Guest Editor
School of Communications and Media, Seoul Women's University, 621 Hwarangro, Nowon-Gu, Seoul 01797, Korea
Interests: social media markting; brand relationships; IT strategy

Special Issue Information

Dear Colleagues,

Recently, social network services (SNSs) have had a profound impact on the decision-making processes of customers. This means that SNSs have changed the way that customers obtain product information, evaluate products, and share their information. Especially, influencers also play a vital role in promoting products and brands via SNSs. Many consumers build and maintain a long-term relationship with companies via SNSs such as Facebook, Instagram, and YouTube. Thus, more and more companies are deciding to actively use SNSs in their marketing strategies by making brand pages, generating content, and using promotions. Understanding the role of SNSs in brand relationships would be very useful for establishing marketing and promotion strategies. Despite the importance of SNSs in customer’s decision-making processes, little light has been shed on the role of SNSs in developing and maintaining brand relationships. Therefore, this Special Issue seeks papers devoted to examining the role of SNSs in developing and maintaining brand relationships.

In this Special Issue, original research articles and reviews are welcome. Research areas may include (but are not limited to) the following:

  • Enabling sustainable social network service marketing;
  • Strategies for brand relationships in the post-pandemic era;
  • New areas of communication between consumers and social media;
  • Social customer relationship marketing and management;
  • Influencer marketing strategies;
  • Creative digital and social media advertising options.

Prof. Dr. Byoungsoo Kim
Prof. Dr. Daekil Kim
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • social media marketing
  • influencer marketing
  • brand relationships
  • social customer relationship

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Published Papers (3 papers)

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Research

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22 pages, 1347 KiB  
Article
Importance of Social Networking Sites and Determining Its Impact on Brand Image and Online Shopping: An Empirical Study
by Mohammed Arshad Khan, Faisal Alhathal, Shahid Alam and Syed Mohd Minhaj
Sustainability 2023, 15(6), 5129; https://doi.org/10.3390/su15065129 - 14 Mar 2023
Cited by 9 | Viewed by 3659
Abstract
Social networking influencers are those who use images, videos, and other updates on social media platforms to affect consumers’ impressions of a company or product. The purpose of this study is to assess the present status of social networking sites and the online [...] Read more.
Social networking influencers are those who use images, videos, and other updates on social media platforms to affect consumers’ impressions of a company or product. The purpose of this study is to assess the present status of social networking sites and the online purchase intentions of consumers. This research paper is an attempt to identify the effect of various attributes of social networking that influence credibility and brand image, eventually leading to the purchase intention of consumers in Delhi NCR (National Capital Region), India. The data were collected using Google Forms via an online questionnaire with a sample size of 262 respondents. A convenient sampling technique was used; structure equation modeling (SEM), convergent and discriminant validity, and model fitness were achieved through Smart PLS 3. This study’s findings reveal that expertise, information quality, and trustworthiness have significant positive effects on credibility and brand image, as well as a significant positive indirect effect on online purchase intention. Other factors, such as entertainment, attractiveness, and likability, have no significant effect on credibility and brand image. The credibility of social networking and brand image mediate the positive relationship between information quality, expertise, trustworthiness, and consumer online purchase intention. On the other hand, the credibility of social networking and brand image mediate the lack of a positive relationship between likability, attractiveness, entertainment, and consumer online purchase intention. Full article
(This article belongs to the Special Issue Sustainable Marketing Driven by Social Media and Consumer–Brand Relationships)
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15 pages, 2511 KiB  
Article
Understanding Social Media Users’ Mukbang Content Watching: Integrating TAM and ECM
by Hyo Geun Song
Sustainability 2023, 15(5), 4013; https://doi.org/10.3390/su15054013 - 22 Feb 2023
Cited by 3 | Viewed by 2677
Abstract
The purpose of this research is to examine the precursors of a social media user’s purchase intention and intention to watch mukbang content. This study collected empirical data from 399 social media users who had viewed mukbang content and used smart PLS to [...] Read more.
The purpose of this research is to examine the precursors of a social media user’s purchase intention and intention to watch mukbang content. This study collected empirical data from 399 social media users who had viewed mukbang content and used smart PLS to analyze the data. This analysis found that vicarious satisfaction and attractiveness of content performers had an effect on attitudes toward mukbang. Moreover, this study found that perceived ease of use and attitude toward mukbang content had an impact on the intention to watch mukbang content. Furthermore, the intention to watch mukbang was a motivator of purchase intention regarding food items in mukbang content. This study contributes to the literature by investigating the influence of mukbang watching on purchasing intention. Full article
(This article belongs to the Special Issue Sustainable Marketing Driven by Social Media and Consumer–Brand Relationships)
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Review

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16 pages, 2051 KiB  
Review
Sustainable Marketing and the Role of Social Media: An Experimental Study Using Natural Language Processing (NLP)
by Ganesh Dash, Chetan Sharma and Shamneesh Sharma
Sustainability 2023, 15(6), 5443; https://doi.org/10.3390/su15065443 - 20 Mar 2023
Cited by 17 | Viewed by 8213
Abstract
Marketing has changed fundamentally in the new millennium. At the same time, sustainable marketing strategies have evolved to meet the challenges of environmental issues. In this study, we examined the trends in sustainable marketing strategies and the role of social media in these. [...] Read more.
Marketing has changed fundamentally in the new millennium. At the same time, sustainable marketing strategies have evolved to meet the challenges of environmental issues. In this study, we examined the trends in sustainable marketing strategies and the role of social media in these. Based on specific keywords per the objective, this study collected 33 published articles from the Scopus database from 1991 to 2022 (2012–2022). The KNIME (Konstanz Information Miner) and VOSviewer tools were deployed to provide detailed classification and prediction of the various trends in sustainable marketing, with a particular focus on the role of social media. The study method applied text mining and latent semantic analysis to predict the latest trends. The top three trends were Green Marketing and Consumer Behavior, Sustainable Social Media Marketing, and Influencer Social Media Marketing Practices. This NLP-based review and the clustering of research directions provide immense value to marketers and policymakers. Full article
(This article belongs to the Special Issue Sustainable Marketing Driven by Social Media and Consumer–Brand Relationships)
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