Achieving Sustainability via Marketing Communication in the Era of Social and Technological Changes

Abstract

The plurality that characterises postmodern society calls for a much more coherent reflection on socio-economic trends and challenges than was the case in the past. It has become necessary in all fields to take account of individual facts against the background of broad socio-scientific overlaps. This also applies to the achievement of the objectives of sustainable development of society. Thus, the aim of the chapter becomes the conceptualisation of the postulates of social responsibility in the context of the current trends and challenges of the use of social media in marketing communication framed by the specificities of contemporary digital society. Methodologically, the paper is based on the implementation of basic methods of formal logic and the method of scientific excerption. It has been found out that the potential of incorporation of new trends in scope of communicating in favour of achieving sustainable goals is high not only on B2C but also on B2B markets. Also, the phenomenon of green influencers and the importance of authentic pro-socially responsible content in marketing communication of socially responsible companies have been identified.