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Source: Journal Citation ReportsTM from ClarivateTM 2022

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2022) 1.7
Journal Citation IndicatorTM (2022) 0.42
Received: 2022-05-12  |  Accepted: 2022-07-15  |  Published: 2022-09-30

Title

The impact of social media marketing activities on green consumption intention: evidence from emerging countries


Abstract

The study investigated the impact of social media marketing activities on green consumption intention. The study used the survey method to describe this impact in five countries (Brazil, Egypt, India, South Africa, and Turkey). The analysis was applied to the leading platforms of electric car pages on social media - Facebook, TikTok, Twitter, YouTube, and Instagram. Five control variables (Age, Gender, Education, Income, and Citizenship) were used. A total of 393 questionnaires were collected in the first quarter of 2022. The study verified the adequacy of the sample with Cronbach’s alpha. Finally, based on Hierarchical Multiple Regression, the study found that social media marketing activities impact green consumption intention by (89.9%). In addition, control variables contributed to raising the impact to (94.9%). In this manner, the current study is new and offers valuable insight into the function of social media on green consumption intention under the demographic characteristics of consumers.


Keywords

social media, marketing activities, green marketing, consumption intention, emerging countries, environmental issues


JEL classifications

M31 , M15 , Q56


URI

http://jssidoi.org/jesi/article/989


DOI


Pages

158-174


Funding


This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Wagdi, Osama
International Academy For Engineering & Media Science, 6th of October City, Egypt https://iams.edu.eg
Articles by this author in: CrossRef |  Google Scholar

Afify, Amal Seddik
Thebes Higher Institute of Management and Information Technology, Giza, Egypt https://thebes.edu.eg
Articles by this author in: CrossRef |  Google Scholar

Habib, Atef Fathi
Thebes Higher Institute of Management and Information Technology, Giza, Egypt https://thebes.edu.eg
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

10


Number

1


Issue date

September 2022


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 2143  |  PDF downloads: 833

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