Engaging Audiences

Abstract

This chapter investigates the dynamic realm of sustainable branding on social media, specifically focusing on the convergence of corporate communication, consumer engagement, and environmental accountability. By utilizing conceptual frameworks derived from marketing, communication, and sustainability studies, this study assesses the efficacy of sustainability communication on social media platforms such as Instagram, Twitter, and YouTube. Using case studies and empirical research, it discerns optimal strategies for brands to convey their sustainability endeavours effectively, surmount consumer doubt, and instigate constructive transformations. The study results provide practitioners with valuable insights into how social media influences consumer perceptions of sustainable brands, thereby enhancing the collective comprehension of this phenomenon.