Introduction
In the modern sphere of doing business, social networks play a great role. They have many advantages, among which can be highlighted not only in the attraction of potential customers and data collection but also in the dissemination of awareness. Therefore, maintaining sustainability and compliance with green policies becomes a global issue. For this study, compliance with this aspect in European countries is of particular interest. This is because more and more enterprises and organizations are involved in the conversation about nature conservation and the prevention of climate change. With more people using social media like Instagram and Linkedin, companies can significantly increase their efficiency within the framework of sustainability compliance. Thus, using social media for marketing, such as Instagram and Linkedin, can help small and medium-sized enterprises in Europe show their green values.
Research Question and Methodology
First of all, for the successful conduct of the research, it is necessary to determine the research question and the methodology to be used. The importance of resolving the issue is because it will help narrow down the information for search and provide a better understanding of what goals the study should achieve. In addition, the methodology defines the ways to acquire data and allows one to search and analyze them more effectively (Gupta & Gupta, 2022, p. 2). Thus, the central question of this scientific paper is, “How will the use of social media marketing help small and medium-sized businesses in Europe to show green values?” This is because compliance with environmental sustainability provides the company with a competitive advantage by increasing customer loyalty.
The next aspect is to determine how to collect and analyze the available information. Therefore, the basis of this work is to conduct a literary review. This approach can be practical because it is based on the study of evidence-based sources, which brings credibility and relevance to scientific work (Snyder, 2019, p. 334). The Google Scholar platform was used to acquire the necessary academic resources. The main criteria were the provision of information about social media marketing and green policies and publishing within the last five years. It is worth noting that the state of this research is relatively developed since many sources affect the proposed topics and provide valuable data about them.
The Impact of Social Media Marketing
Further, within the framework of this research work, it is necessary to consider the impact that social networks have on modern society. Henceforth, over the past few decades, they have become an integral part of every person. A literary review showed that social networks contribute to the accumulation of new customers and the preservation and engagement of existing ones (Evans et al., 2021, p. 206). This is due to the constant interaction of individuals with platforms such as, for example, Instagram or Linkedin.
With the development of social networks, marketing has become widespread, which uses them as a tool to improve the activities of enterprises. There are a large number of sources on this topic showing the advantages of using this method (Felix et al., 2017, p. 119). Furthermore, research states that “many organizations are investing in their social media presence because they appreciate the need to engage in existing social media conversations to protect their corporate or brand reputation” (Keegan & Rowley, 2017, p. 16). Thus, the use of this method has a positive effect on the transfer of awareness about the central values of the organization.
Green Values for Small and Medium-Sized Enterprises
For small and medium-sized enterprises in Europe, broadcasting their green values is of particular importance. This is supported by the fact that sustainability and conservation of the environment are global problems (Carro-Suárez et al., 2017, p. 352). Consumers and all interested parties should be aware that enterprises support initiatives to maintain the state of nature and do not commit actions that can harm it. Moreover, this aspect is precious for small and medium-sized businesses, whose development is still in the process of achieving success. In addition, the definition of green values contributes to the establishment of an effective strategy for the functioning of enterprises.
As already noted, the construction of a green policy contributes to the establishment of a positive reputation for the enterprise. This is to create a good image that will attract not only customers but also significant investments and partner programs for businesses. In addition, it is emphasized that “garnering a green reputation indicating superior environmental protection performance has increasingly become a more valuable integral asset” (Rivera et al., 2017, p. 613). Thus, maintaining the integral sustainability strategy for small and medium-sized enterprises.
An important aspect is the training of personnel to strengthen the standards and values of sustainability. The more employees know about this aspect, the more earnestly and responsibly they treat compliance with strategies and rules implemented in the organization. Moreover, it also has an impact on increasing productivity and efficiency in the implementation of tasks and goals. Thus, managers of small and medium-sized enterprises should focus staff’s attention on concepts such as climate change and environmental issues that may arise as a result of the harmful influence of human activity. Moreover, the dissemination of this information has a crucial need not only among the staff but also in senior positions. This is because the position of the leaders of the organization has a direct connection and is reflected in the enterprise they manage.
Social Media as a Tool for Green Values
Therefore, a marketing strategy involving social networks can help in spreading awareness about the green values of enterprises in Europe. Henceforth, it plays a particularly valuable role in attracting social media bloggers to marketing activities. These people are one of the primary sources of information dissemination on these platforms (Tuten & Solomon, 2017, p.2). Research showed that “from a global perspective, 7 of the UE27 member states are among the top 10 in the global Sustainable Development Goals Index ranking” (“Is Europe on the right path for a sustainable 2030?”, 2019, para. 2). This proves that sustainability is a particularly valuable component for compliance by businesses.
Social media marketing is critical for communicating information to consumers who are highly involved in their use. It is shown that “over 50 percent of individuals in the European Union used social networks in 2016” (“Social media usage in Europe – Statistics & facts,” 2022, para. 1). Thus, the dissemination of information through this source will help its faster distribution in society and increased awareness. Such social networks as Instagram and Linkedin are considered in this paper as one of the most effective. For example, the social network Instagram can be used as a way to spread information through influencers. The opinion that is broadcast by these individuals is often regarded as a priority and respectable.
Linkedin is also of particular importance for businesses that will use it as a tool to spread knowledge about green values. With the help of this platform, managers and employers can make it clear to employees how important sustainability is for them. This can be done by exposing information about green practices and strategies that are applied in the organization (Al‐Ghazali & Afsar, 2021, p. 536: Dumont et al., 2017, p. 614). Moreover, this approach will help to distinguish the company from other employers, attracting more talent and valuable employees.
Conclusion
This work aimed to investigate the impact of social networks on the dissemination of awareness about the sustainability strategy of organizations. To answer the research question and gain information, a literary review of evidence-based sources was conducted. This was necessary to collect the most relevant and up-to-date information that would contribute to more effective outcomes. Thus, this academic work concluded that social media marketing is a valuable tool for implementation in the activities of small and medium-sized enterprises. This is especially true for providing knowledge about green values, which in modern society are critically crucial for maintaining reputation and competitiveness. Because a large number of European residents use social networks such as Instagram and Linkedin, businesses can successfully use them for their purposes. Hence, through influencers, they can spread awareness about their sustainability strategies. Through data on Linkedin, they also have the opportunity to attract more valuable employees who adhere to green policies. Thus, this academic paper successfully answered the question posed by research and proved the importance of social networks for the proliferation of knowledge about green values.
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