Balancing global corporate sustainability engagement in asymmetric markets: The Coca-Cola Co. case

Simões-Coelho, Marco F.; Figueira, Ariane Roder; Russo, Eduardo

doi:10.1016/j.spc.2023.06.005

Cited by 3 publications

(1 citation statement)

References 69 publications

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“…The discussion extends beyond theoretical findings, offering actionable insights for marketers. The exemplification of brands like Nike, Coca-Cola, Starbucks, Tesla, and Amazon illustrates the pragmatic application of integrating social media within IMC (Novak & Richmond, 2019;Simões-Coelho et al, 2023;Waymer & Logan, 2021). These brands have not only amplified their reach but have also fostered a two-way communication paradigm, enhancing customer engagement and brand loyalty.…”

Section: Insights and Practical Implicationsmentioning

confidence: 99%

The Integration of Social Media in Integrated Marketing Communication: A Systematic Review and Theorical Framework

Harizi,

Trebicka

2023

Acad. J. Interdiscip. Stud.

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This study examines the impact and significance of integrating social media into integrated marketing communication (IMC) strategies. By analyzing the literature and synthesizing existing research, this study aims to evaluate the role of social media in enhancing communication effectiveness, consumer engagement, and brand promotion. The research objective is to assess the level of coherence and consensus among scholars regarding marketing communication strategies and explore emerging trends in social media integration within IMC. This study employs a systematic review methodology to collect and analyze relevant articles from prominent literature databases. Findings underscore the importance of IMC as a holistic approach to marketing communication and demonstrate how social media platforms facilitate two-way interaction between companies and consumers. Additionally, the analysis delves into the influence of social media on consumer perception and engagement, examines the connection between social media integration and the marketing mix, and identifies emerging trends for future research (Bry?a et al., 2022). Overall, this study provides valuable insights into the significance of social media integration within IMC strategies and offers implications for marketers to effectively leverage these platforms for improved communication outcomes. Received: 23 May 2023 / Accepted: 12 October 2023 / Published: 5 November 2023

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Section: Insights and Practical Implicationsmentioning

confidence: 99%

The Integration of Social Media in Integrated Marketing Communication: A Systematic Review and Theorical Framework

Harizi,

Trebicka

2023

Acad. J. Interdiscip. Stud.

View full text Add to dashboard Cite

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Does socio demographic, green washing, and marketing mix factors influence Gen Z purchase intention towards environmentally friendly packaged drinks? Evidence from emerging economy

Meet,

Kundu,

Ahluwalia

2024

Journal of Cleaner Production

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The Radical Transformation

Nayak,

Satpathy,

Poddar

2024

Practice, Progress, and Proficiency in Sustainability

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Green marketing is a strategy that promotes environmental sustainability as the core value proposition, aiming to reduce adverse environmental impacts and encourage sustainable choices in products and services. It involves various methods and strategies to educate consumers and motivate them to make environmentally friendly choices. However, challenges like greenwashing, legal hurdles, and consumer distrust persist. To overcome these, companies must collaborate with stakeholders, align standards, optimize transparency, and offer benefits for environmentally friendly processes. Green marketing can improve market competitiveness and brand quality by reducing climate change's impact and safeguarding resources. It can transform consumer mindsets and actions, promoting a healthier, environmentally friendly future. Collaboration between businesses, governments, non-profit groups, and consumers is crucial for achieving ecological sustainability. Green marketing serves as an evolutionary agent, encouraging a culture of environmental commitment and consumerism.

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Balancing global corporate sustainability engagement in asymmetric markets: The Coca-Cola Co. case

Cited by 3 publications

References 69 publications

The Integration of Social Media in Integrated Marketing Communication: A Systematic Review and Theorical Framework

The Integration of Social Media in Integrated Marketing Communication: A Systematic Review and Theorical Framework

Does socio demographic, green washing, and marketing mix factors influence Gen Z purchase intention towards environmentally friendly packaged drinks? Evidence from emerging economy

The Radical Transformation

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