Using Social Media to Target Customers for Green Technology Use

Using Social Media to Target Customers for Green Technology Use

Ehi E. Aimiuwu (Campbellsville University, Campbellsville, USA)
Copyright: © 2018 |Pages: 21
DOI: 10.4018/IJVCSN.2018040103

Abstract

Global warming is now a real threat to life on earth, and more research in information systems are needed to increase the use of green technology (GT) to contribute to sustaining the environment. The aim of this quantitative study was to investigate how social media (SM) can be used to target customers for increased GT use. Surveys from 99 respondents who used SM and wanted GT within the United States were studied. The study's integrated sustainability framework revealed that firms should be innovative, extend green culture to customers, include green practices in business processes, and increase green market share. Surveys were collected from people in public and online. Microsoft Excel and SPSS were used for statistical analysis. Analysis showed customers who used less than four social media accounts, want insurance deals annually, use affordable GT monthly, and use pricy GT monthly are the best customers to target for GT use. This study could contribute to positive social change by providing knowledge of the best customers to target for more GT use to combat global warming.
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Literature Review For Social Media

Big data from SM can help in understanding the shopping and buying habits of customers who may be interested in GT. SM are valuable for providing peer interaction; precise, influential, and readily available information; and wide access to emotional support and surveillance (Moorhead et al., 2013). Finding trends and patterns within SM’s interaction and influence may help green companies know who to target and invite into their SM conversations. Green companies’ goal is to invite customers who are already interested in GT to converse, influence peers, purchase, and use GT to sustain the environment.

Through SM communication, firms, people, and the environment could be adequately sustained. Communication is a useful tool for organizational change as well as for ensuring commitment to sustainability (Reilly & Hynan, 2014). Firms engaging customers to use GT are not just educating and reaching out to customers but are also building awareness about sustaining the environment through a green-friendly lifestyle. In business and society, SM play an active role in transforming how people collaborate, communicate, consume, interact, and create (Aral, Dellarocas, & Godes, 2013). SM can be helpful in allowing both firms and people to collaborate, interact, and create long-lasting strategies to promote and adopt a green-friendly lifestyle.

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