The role of social media marketing of ESG in warehouse logistics

Abstract

Environment, social and governance (ESG) topic has attracted increasing attention from practitioners, especially in last 2 years. However, there is still a lack of a studies of this area in the context of modern warehouse logistics and how these activities are communicated in social media (SM). The purpose of this article is to explore this topic and present the results of quantitative research involving statistical analysis of the results of social media marketing publications on ESG. For these purposes, the researchers brought up the structured overview of ESG in warehouse logistics and made a netnographic investigation focused on the social media activities of companies that represent the largest market share. The results of the research evaluate the correlation between warehouse size and marketing performance, show areas of ESG, which are the most frequently communicated and the most attractive to customers from the perspective of engagement on LinkedIn. It can be a basis for future studies on the implementation of ESG activities in warehouses and can serve practitioners in selecting projects of interest and worth deploying.