Sulastri, Sulastri (2024) Correspondence author of_On being green in the social media interactivity’s information seeking-sharing: Case of Generation Z in Indonesia. EnPress Publisher, El Monte, CA 91731, USA.
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Abstract
Social media interactivity creates consumer’s space of information seeking-sharing where its intensity could produce knowledge, creates new values and changes behavior. The aim of this study is to exploratory investigate the dual role of Generation Z’s information seeking-sharing behavior within green context through the interactive space of social media as a resource for the development of social media marketing strategy. The research employs mixed-method approach of qualitative-explorative data mining, quantitative cross-tabulation Chi-Square test, and integration. Two findings of this research are elaborated. First, consumer’s space of information-seeking leads to the process of green awareness rationalization, i.e., how environment-oriented actions can be rationalized. Second, consumer’s space of information-sharing leads to green social values, i.e., How environment-oriented actions can be socially recognized. The marketing implications of these two findings are business’ efforts to develop green-oriented strategic mindset through space of social media marketing “customer engagement” where the dual role of information seeking-sharing within green context is facilitated.
| Item Type: | Other |
|---|---|
| Subjects: | #3 Repository of Lecturer Academic Credit Systems (TPAK) > Corresponding Author |
| Divisions: | 01-Faculty of Economics > 61001-Management (S3) |
| Depositing User: | Prof Sulastri Sulastri |
| Date Deposited: | 06 Sep 2024 15:21 |
| Last Modified: | 06 Sep 2024 15:21 |
| URI: | http://repository.unsri.ac.id/id/eprint/156879 |
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