A literature review on social media marketing activities

Mervenur Tarhan — 2024-03-25

Companies have begun to attach importance to social media marketing activities (SMMA) to distinguish their products from their competitors' products and gain a competitive advantage at a certain quality level. In the study, studies related to SMMA conducted between 2014 and 2023 were identified. Twenty-four articles were accessed using Google Academic and DergiPark Academic databases. An attempt was made to present a general view of the subject by examining the articles obtained. A general screening model was used in the research. As a result of the research, SMMA is mostly examined regarding its relationship with brand value and purchasing intention. At the same time, there are studies examining the relationship between SMMA and the concepts of consumer perception, demographic characteristics of consumers, brand trust, brand love, relationship value, consumer participation, customer loyalty, and the limitations of the studies included in the research and the suggestions given to these limitations have also been identified. As a result of the research, no detailed literature review regarding social media marketing efforts was found. Therefore, this study is expected to fill the gap in the literature and guide future studies.

Greenwashing: A systematic literature review

Peruze Cansu Akdeniz — 2024-03-25

Rapid and unconscious consumption of goods and services causes environmental degradation as natural resources deplete. Therefore, environmental awareness is increasing daily and becoming an issue that consumers increasingly give importance to. With increasing environmental awareness, a significant increase has begun to be observed in consumers' tendency towards green consumption to ensure sustainable development. Consumers now prefer environmentally friendly products more and make purchasing decisions based on their trust. Greenwashing is an activity that undermines consumers' trust and harms green marketing due to misleading environmental claims. The main purpose of this study is to provide an overview and synthesis of the existing knowledge by examining consumer-oriented articles in which the concept of "greenwashing" is mentioned between 2019 and 2023. In this context, articles related to the subject in the SCOPUS database were examined using a systematic literature review method. As a result of the systematic literature review, 48 articles that were suitable for the research were evaluated. Within the scope of the research, the distribution of these articles according to years, journals in which they were published, number of citations, number of authors and research design were examined in detail and evaluated through tables. In addition, other variables studied together with "greenwashing" were also examined and classified in the evaluated articles. According to the data obtained from 48 articles examined in detail as a result of the research, it was concluded that although greenwashing studies have increased in recent years, the studies conducted for consumers are insufficient.

Turkish Journal of Marketing

A literature review on social media marketing activities

Greenwashing: A systematic literature review