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The communication role of social media in social marketing: a study of the community sustainability knowledge dissemination on LinkedIn and Twitter

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Abstract

This study aims to provide social marketers and researchers with some innovative perspectives on the application of social media in disseminating and promoting new sustainability knowledge to targeted audiences including academics, community sustainability stakeholders, and policy-makers. An online survey was used to examine the audiences’ attitudes of and motivations for engaging in LinkedIn and Twitter sites that disseminate sustainability knowledge. Also, the fact-based measurements from LinkedIn and Twitter showing the participants’ reactions to the contents and formats were analyzed. The results suggest that the infographics message format received the highest engagement and response rates. Participants used Twitter to obtain general sustainability knowledge while being engaged in LinkedIn for specific advice on the implementation of community sustainability plans.

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Funding

This research is funded by the Social Sciences & Humanities Research Council of Canada, Standard Research Grant (SSHRC 435-2014-1250).

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Authors and Affiliations

  1. School of Business, State University of New York at Fredonia, E358 Thompson Hall, 280 Central Avenue, Fredonia, NY, 14063, USA

    Lei Huang

  2. School of Environment, Enterprise and Development, University of Waterloo, 200 University Avenue West, Waterloo, ON, N2L 3G1, Canada

    Amelia Clarke

  3. School of Environment and Resource Studies, University of Waterloo, 200 University Avenue West, Waterloo, ON, N2L 3G1, Canada

    Natalie Heldsinger

  4. School of Local Economic Development, University of Waterloo, 200 University Avenue West, Waterloo, ON, N2L 3G1, Canada

    Wen Tian

Authors
  1. Lei Huang
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  2. Amelia Clarke
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  3. Natalie Heldsinger
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  4. Wen Tian
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Correspondence to Lei Huang.

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Huang, L., Clarke, A., Heldsinger, N. et al. The communication role of social media in social marketing: a study of the community sustainability knowledge dissemination on LinkedIn and Twitter. J Market Anal 7, 64–75 (2019). https://doi.org/10.1057/s41270-019-00053-8

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