Authors : Dr. ShivKumar; Anitha K R

Volume/Issue : Volume 9 - 2024, Issue 8 - August

Google Scholar : https://tinyurl.com/4hb7fexs

Scribd : https://tinyurl.com/4mckmkce

DOI : https://doi.org/10.38124/ijisrt/IJISRT24AUG1300

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : In the modern digital landscape, green branding has become increasingly widespread, mostly concerning the promotion of eco-friendly products like electric vehicles (EVs). This research paper endeavors to assess the effectiveness of social media campaigns as a tool for advancing green branding objectives in the context of EV promotion. Using qualitative and quantitative data the study examines the impact of social media campaigns on consumer perceptions and behaviors towards EVs. Through an analysis of diverse social media platforms and the content and engagement metrics of EV- related campaigns, this research aims to recognize the most effective strategies for engaging environmentally conscious consumers in the digital era. The study investigates various factors such to reveal their influence on consumer attitudes and purchase intentions towards EVs. By enlightening the dynamics between green branding and social media within the EV industry, this research provides valuable insights for businesses seeking to leverage digital platforms to promote sustainable transportation options and enhance their brand image in an increasingly environmentally conscious marketplace.

Keywords : Green Branding, Social Media Campaigns, Electric Vehicles (EVs), Consumer Perceptions, Sustainable Marketing.

References :

1. Wan Noranida Wan Modh Noor et al. (2023), A model of factors influencing consumer intention behaviour in purchasing green product, Advance International Journal of Business, Entrepreneurship and SMES (AIJBES), Volume 5 Issue 16 (June 2023) PP. 89-98 DOI 10.35631/AIJBES.516009
2. Xie, S., & Madni, G. R. (2023). Impact of Social Media on Young Generation’s Green Consumption Behavior through Subjective Norms and Perceived Green Value. Sustainability, 15(4), 3739. Https://doi.org/10.3390/su15043739
3. Armin Razmjoo et al. (2022), A Comprehensive Study on the Expansion of Electric Vehicles in Europe, Appl. Sci. 2022, 12, 11656. https://doi.org/10.3390/app122211656
4. Dr M. Venkateswara Rao (2022), Role of social media marketing on green consumption behaviour- an empiricial study, IJFANS International Journal of Food and Nutritional Sciences, © 2012 IJFANS. All Rights Reserved.
5. Dr. Vijay Kumar Jain et al. (2020), Social media and green consumption behavior of millennials,  journal of content, community & communication, vol. 11 year 6, june - 2020 [issn: 2395-7514 (print)]
6. Bentolhoda Abdollahbeigi and Farhang Salehi (2019), The Impact of Social Media on Purchasing Intentions of Green Products, Asian Journal of Technology and Management Research (AJTMR), Volume 08– Issue 02, Dec-Jan 2019
7. Pere Mercade Mele, Jesus Molina Gomez and Lluis Garay (2019), To Green or Not to Green: The Influence of Green Marketing on Consumer Behaviour in the Hotel Industry, Sustainability 2019, 11, 4623; doi:10.3390/su11174623
8. Aindrila Biswas (2016), Impact of Social Media Usage Factors on Green consumption Behavior Based on Technology Acceptance Model, Journal of Advanced Management Science Vol. 4, No. 2, March 2016 ©2016, https:// doi: 10.12720/joams.4.2.92-97