Document Type : Original Article

Authors

1 PhD student of commercial management, Ajab Shir Branch, Islamic Azad University, Iran

2 Full Professor, Department of Economics and Management ,Tabriz Branch, Islamic Azad University, Tabriz, Iran

3 Assistant Professor, Department of Management, , Ajab Shir Branch, Islamic Azad University, Iran

4 Assciate Professor, Department of Economics ,Tabriz Branch, Islamic Azad University, Tabriz, Iran

Abstract

The present research has been done with a view to designing content marketing model at social media for boosting green marketing. As regards purpose, it is an applied research,and in terms of approach an exploratory survey, and typically, it can be subsumed under a qualitative research. The analysis approach of this research is meta-synthesis. The statistical community consists of academic and scholarly articles published between 2016-2021/1395-1401 on the pertinent area of this study at Iran`s and foreign trustworthy databases. According to our findings, 1740 articles were retrieved, 324 abstracts were sieved and 186 abstracts were investigated. It was established that the titles of 1416 articles were irrelevant, and consequently they were omitted. 138 articles were deleted once their abstracts had been reviewed and found irrelevant and 95 articles were left out after a survey of their contents. The criteria used were size of the statistical sample, theoretical sufficiency (theoretical saturation), and finally 56 articles were accepted. The outcome of this process was 49 codes, 23 concepts and 10 categories. The Kappa index was used to guarantee the quality of our research. The amount of the index was calculated using the SPSS software at the significant level of 0/000 number 0/806. According to the evaluation and the extracted concepts and categories in the present research, the content marketing model of social media (Instagram) for boosting green marketing was designed based on three groups of factors: causal, mediating and consequential. The results of the findings show that in the process of content marketing of social media for boosting green marketing, a set of variables play a causal role, and can act as stimulants or propelling agents, and if the causal and mediating factors come properly about, this can culminate in the boosting of the service or product`s brand and an appropriate competitive advantage regarding green marketing in the organizations will also emerge.

Keywords

Alipur, Sahar(2020)Green marketing and its effect on the compliance with environmental rights. 1st National conference of law, jurisprudence and culture, Shiraz.https://civilica.com/doc/1019170
Amoako, G.K., Doe, J.K. and Dzogbenuku, R.K. (2021), "Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing", Society and Business Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SBR-05-2020-0076
Araste.M(2017) A survey of the relation between ecological concerns and ecological attitude on the one hand,  and the green purchasing behavior of organic agricultural products consumption on the other hand. The 2nd international conference of management and accounting, Tehran, Higher education institute of Salehan
Aramesh,Hamed,Tabbavar,Aliasghar, Yaghuby, Nu8rmophammad,Derakhshan ,Abdolnaser.(2020) The effect of green marketing on medical tourism with the mediating role of technology,The prospect of commercial management, 19th year,Nr41,137-155
Azamy,Mohsen92016) Online marketing with commercial intelligence approach,Tehran:Raze nahan publication
Bakhtyary, Sabet, Parvin.(2018)The effect of social networks on marketing and trade.MA dissertation, Shiraz university, Shiraz
Bany Hosseiniyan,Bita(2019) Surveying the role of cyber-space advertisements at green market, The 3rd international conference of new researches in management, economy, accounting and banking,https://civilica.com/doc/965238
Bashirpur, Mehdy,Mohammadyan,Mahmud(2019) Identification and rating of effective factors on the tendency of individuals towards purchasing green items,commercial studies, Nr97,20-32
Behina.B;Ahmady.M(2020)Presenting a solution to analyze the interaction of customers at social networks in the domain of content marketing  .1st international conference of challenges and new solutions in industrial engineering, management and accounting. Sary.
Borah, P.S., Dogbe, C.S.K., Pomegbe, W.W.K., Bamfo, B.A. and Hornuvo, L.K. (2021), "Green market orientation, green innovation capability, green knowledge acquisition and green brand positioning as determinants of new product success", European Journal of Innovation Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EJIM-09-2020-0345
Bowden, J., Mirzaei, A. (2021). Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives, European Journal of Marketing, Vol. 55 No. 5, pp. 1411-1439.
Bu, Y., Parkinson, J., Thaichon, P. (2020). Digital content marketing as a catalyst for e-WOM in food tourism, Australasian Marketing Journal (AMJ), Available online 16 January 2020.
Can, Lütfiye,. Kaya, Nihat. (2016). Social networking sites addiction and the effect of attitude towards social network advertising, Procedia - Social and Behavioral Sciences, 235, pp. 484 – 492.
Dusty Shakib,Marjan,Ansary,Gholamreza(2016) Content marketing, International conference of management elites, Tehran,Saramad Hamayesh e Karin institute
Ejtehady Ataabady, Mehdy;Momeny,Mandan(2018). The effect of electronic services quality on the success of green marketing in green commerce.(The case study:Bamilo corporation),The 4th international conference of management enterprise and economic development, Takestan https://civilica.com/doc/831470
Fallah, Mahmud reza, Najafy.Hossein(2016) Surveying the effect of triple factors (including satructural, content,background) in social networks marketing on the expansion of businesses, 2nd international conference of modern paradigms for management , innovation and enterprise, Tehran, Shahid Beheshty university
Farazmand, S.(2017) The mixed effect of green marketing on the achievement of a competitive advantage over Darupakhsh customers in Ahvaz, MA dissertation, The faculty of literature and humanitarian sciences, Malayer university, Malayer
Giantari, I.G.A.K. and Sukaatmadja, I.P.G. (2021), "Effects of environmental orientation, green marketing mix and social capital on the competitive advantage of real estate developers in Bali", Property Management, Vol. 39 No. 2, pp. 193-209. https://doi.org/10.1108/PM-01-2020-0005
Hussain, S., Wasim, A., Rana, M.S.J., Ambar, R., Yang, J. (2017). eWOM source credibility, perceived risk and food product customer's information adoption, Computers in Human Behavior, 66, pp. 96-102.
Hussain, S., Wang, G., Rana, M.S.J., Zahida, I., Ghulam, M., Yang, J. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications, Computers in Human Behavior, 80, pp. 22-32.
Jalaly,A;Mortezayeean,(2020) The role of digital content marketing  in fostering participation , trust and consumer`s value:framework, fundamental suggestions and concepts,The 17th international conference of management ,Tehran.
Khorramrad,Mehdy(2016)The effectiveness of advertisement at social networks, The 3rd national conference of managements and humanitarian researches in Iran,The research institute of Modiriyat Modabber
Khosravy,Abolfazl, Pur erfany, Sahar(2020)Consequences of green marketing in the strategic management of market, The 1st international conference of challenges and new solutions in industrial engineering, management and accounting,Sary,https://civilica.com/doc/1045644
Malak Akhlagh, Esmail; Akbary, MohsenMeghdady Kasany, Hassan(2016) Surveying the effect of social media marketing on the effectiveness of advertisements and absorption of health tourists, The 2nd international conference of innovation , development and trade in history, Tehran, Kian Pazhuhan institute
Maarefy,M;Asadollah,H;Hasanpur Ghoroghchy,A(2020) Presenting content marketing model based on data-based theory(Case study:Tourism industry of Fars province), industrial management, 15th year,Nr 51, 156-175.
Mobasherey , Afshin(2017) Surveying the effect of virtual social networks and viral marketing on sales amount; MA dissertation, Azad university, Marvdasht branch, Marvdasht

Nur Syakirah, Ahmad., Musa, Rosidah., MiorHarun, Mior Harris. (2016).  The Impact of Social Media Content Marketing (SMCM) towards Brand Health, Procedia Economics and Finance, Volume 37, pp. 331-336.

Papadas, K., Avlonitis, G.J., Carrigan, M., Piha, L. (2018). The interplay of strategic and internal green marketing orientation on competitive advantage, Journal of Business Research, Available online, 19 July, In Press.

Perera, C. and Hewege, C. (2018), "Climate change risk perceptions among green conscious young consumers: implications for green commodity marketing", Journal of Consumer Marketing, Vol. 35 No. 7, pp. 754-766.
Raji, R., Rashid, S. and Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention, Journal of Research in Interactive Marketing, Vol. 13 No. 3, pp. 302-330.
Ramezany,F;Mahmudzade Vashan,M;Hakimpur,H.(2020)Identification of effective factors  on content marketing using social networks and websites and verbalization of its conceptual model. The 2nd international conference of innovation in the management of business and economy, Tehran
Ramezany Mlabad,S(2020) The role of content marketing in digital marketing(strategy,goal, characteristics) 1st national conference of management and tourism industry, Tehran
Rezayeefard, Ali,Abdolan, Seyyed Mohsen, Ahmady e Joshfaghany,Hossein ali(2019) Opinion mining and digital green marketing (The case study:Effect of social networks on green products)The 2nd national conference of knowledge, management and electronic businesses  with resisting economy approach, Mashhad. https:/civilica.com/doc/1128275
Sabet Motlagh.M(2017) Identification and prioritization of obstacles standing in the way of green products expansion using (fuzzy) Dematel method and network analysis process, International conference of green supply chain, Lahijan, Pishgaman e sanjesh e olum company
Shafiyee Nikabady, Mohsen;Zareyee Aliasghar(2017)effectiveness of advertisements of electronic social networks, Journal of kaveshhaye Modiyriyat e Bazargany, period 9, pages 149-1273
Šikić, F. (2021), "Using Instagram as a Communication Channel in Green Marketing Digital Mix: A Case Study of bio&bio Organic Food Chain in Croatia", Topić, M. and Lodorfos, G. (Ed.) The Sustainability Debate (Critical Studies on Corporate Responsibility, Governance and Sustainability, Vol. 14), Emerald Publishing Limited, Bingley, pp. 221-236.

Taiminen, K., Ranaweera, C. (2019). Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing, European Journal of Marketing, Vol. 53 No. 9, pp. 1759-1781.

Taufique, K.M.R. and Islam, S. (2021), "Green marketing in emerging Asia: antecedents of green consumer behavior among younger millennials", Journal of Asia Business Studies, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JABS-03-2020-0094
Toler, Richard L. (2017). Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site, Dissertation Manuscript, Faculty of the School of Business and Technology Management, Northcentral University, San Diego, California, USA.
Tseng, S.Y., Wang, C.N. (2016). Perceived risk influence on dual-route information adoption processes on travel websites, Journal of Business Research,  69, pp. 2289–2296.
Yatish, J., Zillur, R. (2016). Predictors of young consumer’s green purchase behavior, Management of Environmental Quality: An International Journal, Vol. 27, No. 4, pp. 452-472.