Consumers, Communication, Conversations and Communities
Online and social media play a vital role in sustainability marketing. They enable pioneers and performers to inform consumers about sustainability issues, and to interact with them. They can create transparency and build trust. Online and social media employed by companies in the area of sustainability marketing include (inter alia): websites; blogs; videos; Facebook; online idea competitions; and online communities. Whereas the former tend to be one-sided and informative, the latter are two-sided, allowing direct interactions between companies and consumers...read more