Stimulating Pro-Environmental Behavior Through Social Media Marketing in Environmental Organizations

Basit Öğe Kaydı
dc.contributor.authorBilgin, Yusuf
dc.contributor.authorÇetinkaya, Ali
dc.date.accessioned2025-10-11T20:45:30Z
dc.date.available2025-10-11T20:45:30Z
dc.date.issued2025
dc.departmentDüzce Üniversitesien_US
dc.description.abstractEnvironmental organizations have increasingly utilized social media platforms to highlight issues related to climate change and environmental challenges, raise public awareness, foster engagement on environmental matters, cultivate a positive corporate image, and promote environmentally sustainable consumption practices. However, there is a lack of empirical evidence regarding the influence of these organizations' social media marketing strategies on their followers. The study aims to investigate the effect of environmental organizations’ social media marketing activities on brand image, online word-of-mouth communications, and the pro-environmental behaviors of followers. A quantitative approach was used in the research, and data were gathered through online questionnaires from 529 users who actively follow ten well-known environmental organizations on Facebook, Instagram, Twitter, and LinkedIn in Türkiye. The theoretical model and hypotheses were tested with Structural Equation Modeling (SEM). The social media marketing components of environmental organizations were defined as awareness, interaction, timeliness, customization, and advertising. As a result of the analysis, it was revealed that the social media marketing components of environmental organizations' awareness, timeliness, and interaction have a positive effect on the pro-environmental behaviors of the followers. At the same time, these components have a significant effect on brand image and online word-of-mouth in environmental organizations. In addition, it has been demonstrated that brand image and online word-of-mouth in environmental organizations significantly affect on the pro-environmental behaviors of the followers. The findings suggest that social media serves as an effective platform for environmental organizations to enhance their brand image and promote pro-environmental behavior. However, these organizations face challenges regarding the effectiveness of advertisements and the personalization of communication on these platforms. © 2025 Elsevier B.V., All rights reserved.en_US
dc.identifier.doi10.28991/HEF-2025-06-01-014
dc.identifier.endpage233en_US
dc.identifier.issn2785-2997
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-105005999558en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage219en_US
dc.identifier.urihttps://doi.org/10.28991/HEF-2025-06-01-014
dc.identifier.urihttps://hdl.handle.net/20.500.12684/21366
dc.identifier.volume6en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherItal Publicationen_US
dc.relation.ispartofJournal of Human, Earth, and Futureen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.snmzKA_Scopus_20250911
dc.subjectBrand Imageen_US
dc.subjectEnvironmental Organizationsen_US
dc.subjectPro-environmental Behavioren_US
dc.subjectSocial Media Marketingen_US
dc.subjectWord-of-mouthen_US
dc.titleStimulating Pro-Environmental Behavior Through Social Media Marketing in Environmental Organizationsen_US
dc.typeArticleen_US

Dosyalar

Koleksiyon

Scopus İndeksli Yayınlar Koleksiyonu