Keywords

1 Introduction

With the increasing use of social media platforms, companies have recognized the potential to engage with their customers and influence their purchasing behaviour [1]. The integration of social networks in marketing plans has gained a significant amount of traction in recent years and social media marketing efforts have, thus, become a central feature of contemporary marketing strategy [2]. In this setting, the way businesses promote their products or services, and shape consumer attitudes and opinions has been widely researched [3]. Similarly, while social media provide companies with a stand to communicate their commitment to their customers, they also offer them the chance to exhibit their environmental sustainability and promote their eco-friendly products and practices [4].

In fact, the unprecedented emphasis on sustainability issues has led to a growing demand for environmentally friendly products, and green businesses need to have a better understanding of their target audience and adopt marketing strategies that cater to digitally savvy consumers [5]. In the context of green branding, the use of social media as a marketing tool has the potential to significantly shape the sustainability agenda. By doing so, companies can increase awareness of environmental issues and positively influence consumer perceptions of their brands [6].

2 Theoretical Background

The intense push for sustainability can sometimes be perceived as aggressive or overbearing, leading to bullying phenomena [7]. This behaviour can take the form of pressure, shame, or guilt tactics aimed at forcing others to adopt more environmentally sustainable practices [8]. Bullying behaviour generally leads to negative attitudes in the target and witnesses of the bullying [9]. The negative impact of bullying on mental health and well-being is widely documented in the literature [7, 10]. The experience of being bullied can lead to feelings of anxiety, depression, and low self-esteem [11,12,13]. Additionally, bullying behaviour can create a toxic social environment, leading to negative attitudes and behaviours among peers. For example, bullying can lead to a culture of fear, where individuals are reluctant to speak out or intervene for fear of becoming the next target.

Despite the increasing use of social media as a marketing tool, there is still no research examining the impact of brand bullying on consumers’ shaping of repurchase behaviours in the context of green products [7]. Given the complexities, and as companies strive to build brand loyalty through their social media marketing efforts, the role of brand bullying in the relationship between social media marketing efforts and brand loyalty seems to be an increasingly important area of research for marketers and policy makers. In essence, this research aims firstly to add knowledge to the understanding of how social media marketing efforts influence user engagement and green brand loyalty. Secondly, our study examines the moderating effect of green brand bullying on the relationship between social media marketing efforts and both user engagement and brand loyalty. And this is where this work can offer far-reaching implications for organizations and marketers as the need for further research on the relationship between brand bullying, social media marketing efforts, and brand loyalty is critical for advancing our understanding of consumer behaviour in the sustainable consumption context. To address the gap, this study aims to expand upon the limited knowledge on the potential impacts of green brand bullying on the consumption behaviour for green products. In doing so, a conceptual model is developed and will be empirically tested in a social media marketing setting.

Engagement refers to the extent to which customers participate in the consumption process with regards to products, brands, advertisements, marketing, or purchases [14]. Building an intimate and long-lasting relationship with consumers is the main goal of a company's marketing strategy [15]. Social media is a distinct marketing tool because it enables two-way communication and interaction, allowing users to actively take part [16]. A survey showed that 78% of marketers use social media to enhance customer engagement [17]. Thus, it is crucial for businesses to improve their interaction with customers through social media marketing to tap into these growth and development opportunities. Kim and Ko [18] found that social media marketing efforts, including the five dimensions of entertainment, interaction, trendiness, customization, and word of mouth (WOM), have a positive impact on brand loyalty. Similarly, social media marketing efforts can lead to increased user engagement by providing interactive and personalized experiences. By creating opportunities for interaction and promoting positive word-of-mouth, social media marketing efforts can help to increase user engagement and build stronger relationships between brands and their target audience.

Engaging with users, on media platforms can offer insights to companies regarding the needs and preferences of their target audience. By utilizing this information companies can continuously enhance their sustainability initiatives. Better cater to their customers’ requirements. Consequently, this can result in heightened customer satisfaction, positive recommendations and an improved brand reputation that fosters loyalty. Moreover, social media user engagement also plays a role in establishing trust between companies and their customers. When companies are transparent about their sustainability efforts and actively engage with customers, on social media platforms they showcase their dedication to sustainability. In turn, they earn the trust of their customers. This trust ultimately leads to increased brand loyalty and repeat purchases since customers are more inclined to choose a brand they trust. Trivedi and Yadav [19] define repurchase intention as the reflection of predicted consumers’ future behaviour or the possibility that their belief of a brand will translate into actual repurchasing. In other words, purchase intention combines consumers’ interest in a brand and their possibility to buy. The ultimate goal of brands’ application of social media marketing is to induce actual purchasing behaviour, therefore, studying the effects of brands social media activities should focus not only on consumer attitudes and behaviours. Repeated purchases are good predictors of consumer behaviour, since they are strongly connected to consumer attitudes towards a brand [18].

In such a setting, in the realm of social media, there are studies that propose that brand bullying on social media can take numerous shapes such as spreading untrue information, cyberbullying, or trolling and can have serious results for both the companies and the entire society. It is imperative for companies and people to be mindful of their activities and the potential effect on others, and for people to talk out against and boycott companies or people that lock in in bullying behaviour. Furthermore, green brand bullying can also have a negative impact on the reputation of green brands. Brands that are associated with bullying tactics may be perceived as aggressive and confrontational, which can lead to negative word-of-mouth recommendations and a decrease in brand loyalty.

3 Conceptual Model and Methodological Considerations

Based on the conduction of an extensive literature review, we have formed the model conceptualization (Fig. 1) regarding green brand bullying and the consumption behaviour for green products. A conclusive research design will be then followed to examine the relationships described in the conceptual framework. Likert scale will be used with “'5” as “strongly agree” and “1” as “strongly disagree” to record the participants’ responses for all constructs. The measurement of Green brand bullying is adapted the nine-item Illinois Bully Scale [20] used to assess the frequency of teasing, name calling, social exclusion. Social media marketing activities measurement is based on Kim and Ko [18] while Brand loyalty is adapted from Rizomyliotis et al. study [21] and Engagement from Hollebeeke et al. [22].

Fig. 1
A conceptual model diagram. Social media activities point rightwards to engagement and brand loyalty. Engagement points downward to brand loyalty. Green brand bullying points upwards with 2 arrows.

Conceptual model

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4 Discussion and Conclusion

The study aims to offer significant theoretical as well as practical implications for academics, green brand managers, organizations and policymakers who are interested in promoting green brands, sustainable consumption and behaviour change particularly to customers in a socially aberrant context. The paper proposes a conceptual framework that elucidates the intricate relationship between social media marketing efforts, brand loyalty, user engagement, and green brand bullying. The theoretical approach presented in the paper suggests that these four constructs are interconnected in significant nonlinear ways, providing valuable insights into the theoretical implications of their interplay.

An important component of the theoretical framework suggested in the research is the mediating function of consumer interaction. It serves as a crucial connection in the analysis of how brand loyalty for eco-friendly products is affected by social media marketing initiatives. Target audiences are sought after through social media marketing campaigns on sites like Facebook, Instagram, and Twitter. These initiatives can involve community building, interactive campaigns, and content creation on different fields of common interest [23,24,25,26]. In this situation, customer involvement serves as a link between these marketing initiatives and the emergence of brand loyalty. Customers get more emotionally invested in a brand when they actively interact with its social media material, such as by like, commenting, sharing, or joining debates. A sense of belonging, trust, and affiliation with the brand's values are fostered by this increased engagement, particularly when it comes to environmentally friendly items.

Through social media engagements, clients interact with the brand more frequently, which increases their brand loyalty. They are more inclined to make repeat purchases, recommend the business to others, and pick the green items from that company over others. This is due to the fact that devoted customers who are engaged feel a connection to and alignment with the brand’s environmental objectives and values. The mediating role of engagement demonstrates how good social media marketing techniques not only engage the target audience but also help to grow involvement. This is especially true in the context of green products and sustainable consumption, where brand loyalty is extremely important.

On the other hand, bullying with green brands can be tempered in a number of ways. A brand's marketing efforts may be less effective when they are met with criticism, scepticism, or unfavourable comments on social media about their sustainability promises. Customers who hear such complaints may lose faith in the brand’s environmental claims, which could result in a decline in brand loyalty. A company can increase the effect of its social media marketing efforts on customer loyalty if it successfully handles or combats green brand bullying. The capacity to handle criticism well and a dedication to fixing environmental issues can show a brand's commitment to sustainability and potentially increase client loyalty. In this manner, the relationship between social media marketing initiatives and brand loyalty for eco-friendly products is moderated by green brand bullying. It highlights the necessity for businesses to actively monitor and answer any criticism of their environmental initiatives in addition to engaging in effective social media marketing.