The Role of Social Media Analytics in Assessing the Effectiveness of Sustainability Initiatives
Abstract
In the last few years, digital marketing has played an important role. These days, companies relate to consumers on online platforms with the help of digital marketing. Businesses relate to consumers through a new medium, i.e., social media, as many consumers are on this platform. So, companies are interacting with them online in new ways. Due to changing environments and customer availability platforms, new business ideas and online ad campaigns are playing a crucial role. An online platform is a new mode of communication and a connection point for the audience and businesses. This shift has made companies see the digital world not just as where they are now, but as a key part of their future. Looking ahead, companies are becoming more interested in making sure their business ideas are sustainable and can last over time. On the digital scene, new business models that care about society and the environment have started to appear, supported by online platforms that help with these kinds of efforts. At the same time, online ads are now focusing more on promoting sustainability as a main idea. The main goal of this special research issue is to look closely at how these new strategies have developed and how they affect the sustainability of digital marketing. Our research wants to explore how these advanced tools are being used in a digital world that is more focused on making sure business plans and online activities are sustainable in the long run.
Authors
Dr. Anjali, Abhilash Kumar, Abhilasha Kumari, Abhinav Bhaskar, Abhishek Bachchan
Institution
Noida Institute of Engineering & Technology (MCA Institute), Greater Noida
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