How User Engagement Mediates the Effect of Social Media Marketing Efforts on Brand Loyalty of Green Products. The Role of Green Brand Bullying

Green products are getting more preferred than the conventional ones as they are related with sustainable consumption. Digital marketing practices are used by companies to reach the relevant target groups, to promote green products and develop sustainable relationships with their customers. Although there are several studies dealing with the role of social media marketing efforts, still, research in brand loyalty for green products has remained limited. The present study addresses this gap by proposing a conceptual framework describing the relationship between the social media marketing efforts that companies undertake to sell environmentally friendly products and brand loyalty by considering the intervening role of user engagement and green brand bulling. The theoretical analysis supports the view that there are significant nonlinear associations among these four constructs.