Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

<Previous Article In Volume
Next Article In Volume>

From Likes to Purchases: The Role of Social Media Marketing in Boosting Consumer Engagement with Green E-Commerce

Authors
Andi Safitri Hafida1, *
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: hafidaas23a@students.unhas.ac.id
Corresponding Author
Andi Safitri Hafida
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_172How to use a DOI?
Keywords
Social media marketing; consumer engagement; green e-commerce; sustainability; purchase decisions
Abstract

In today’s digital era, social media marketing has become one of the most effective tools for businesses to enhance consumer engagement. This study aims to analyze the role of social media marketing in driving consumer engagement with green e-commerce and how interactions on social media platforms influence the purchase decisions of environmentally friendly products. A quantitative approach was employed, involving a survey of 500 respondents who are active on social media and make transactions on green e-commerce platforms. Regression analysis was used to evaluate the relationship between social media engagement levels (likes, comments, shares) and consumers’ purchase intentions. The results show that consumer engagement on social media significantly influences the decision to purchase green products. These findings demonstrate that social interaction-based marketing strategies, such as campaigns emphasizing sustainability values, can increase awareness and the intention to buy eco-friendly products. This study contributes to the literature on digital marketing and sustainability, while also providing practical insights for green e-commerce businesses on optimizing their social media campaigns.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_172How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Andi Safitri Hafida
PY  - 2025
DA  - 2025/07/30
TI  - From Likes to Purchases: The Role of Social Media Marketing in Boosting Consumer Engagement with Green E-Commerce
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 2157
EP  - 2167
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_172
DO  - 10.2991/978-94-6463-758-8_172
ID  - Hafida2025
ER  -