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The present study offers a systematic literature review (SLR) providing insights on the role of social media in promoting sustainable marketing. The SLR is carried out to gain an understanding of the phenomenon. Scopus database was used to identify, extract, select and review related articles using search keywords. A total of 27 articles were deemed fit for this study. This SLR recognizes current research avenues related to social media in sustainable marketing using TCCM framework. The study used co-citation and keyword occurrence analyses to explore the nuances of the field under consideration. The study yields valuable insights for academia, government, green marketers to practically implement strategies and suggesting future opportunities for research.

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Social Media in Promoting Sustainable Marketing: A Systematic Literature Review

  • 会议论文

  • 发表日期：

    2026年

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  • Md Faiz Ahmad,
  • Md Asadul Haque,
  • Ananya Chowdary Muppana,
  • Aasritha Malineedi,
  • Dharani Gudivaka,
  • Sri Krishna Surya Putta

摘要

The present study offers a systematic literature review (SLR) providing insights on the role of social media in promoting sustainable marketing. The SLR is carried out to gain an understanding of the phenomenon. Scopus database was used to identify, extract, select and review related articles using search keywords. A total of 27 articles were deemed fit for this study. This SLR recognizes current research avenues related to social media in sustainable marketing using TCCM framework. The study used co-citation and keyword occurrence analyses to explore the nuances of the field under consideration. The study yields valuable insights for academia, government, green marketers to practically implement strategies and suggesting future opportunities for research.