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- W4308664501 abstract "In recent years, social media have become some of the main channels through which corporations communicate sustainability practices. Social media and sustainability go hand in hand in brand communication strategies to help corporations raise awareness of their efforts, generate interactivity, and foster greater engagement with their audiences. Nonetheless, corporations have yet to find the right content strategy to interweave sustainability initiatives in messages. Most corporations tend to utilise safe and generic messaging in social media campaigns that goes unnoticed and lacks resonance with their audiences. Through an Asian perspective, this chapter discusses the use of sustainability storytelling, message appeal, and AIDA formula in content to drive engagement on this critical issue, besides investigating how these approaches help change the perceptions and behaviours of the consumers on social media." @default.
- W4308664501 created "2022-11-14" @default.
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- W4308664501 date "2022-11-10" @default.
- W4308664501 modified "2023-09-27" @default.
- W4308664501 title "Ideating Sustainability Content in Social Media" @default.
- W4308664501 doi "https://doi.org/10.4324/9781003309642-6" @default.
- W4308664501 hasPublicationYear "2022" @default.
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