Promoting green technologies through digital marketing platforms and social media

¹ Department of Electronic Marketing and social media, Zarqa University, Zarqa, Jordan
² Department of Business Administration, Irbid National University, Irbid, Jordan
³ Department of Accounting Sciences, Zarqa University, Zarqa, Jordan
⁴ Department of Cybersecurity, Irbid National, Irbid National University, Irbid, Jordan
⁵ Department of Computer Science, University of Michigan-Flint, United States
⁶ Department of Finance & Banking Science, Irbid National University, Irbid, Jordan

^* Corresponding author: hassan_ababneh@zu.edu.jo

Abstract

There is a growing interest in green technologies, which is associated with the global need for sustainable development and the transition to environmentally friendly energy sources. One of the effective tools for promoting these technologies is digital marketing, in particular social media platforms. The use of social media and digital channels to promote green technologies is becoming a key factor in raising consumer awareness and stimulating them to more environmentally friendly solutions. The purpose of the article is to analyze the role of digital marketing and social media in promoting green technologies, as well as to study their effectiveness in attracting and retaining the target audience. The work considers various platforms such as Facebook, Instagram, LinkedIn, YouTube and TikTok and their impact on the perception of environmentally friendly solutions. It examines the methods and strategies used by companies to create content aimed at conscious consumers, as well as ways to interact with the audience to form long-term relationships. The importance of integrating digital technologies into the marketing strategies of companies operating in the field of green technologies is substantiated and the prospects for their further application in the context of global environmental challenges are highlighted.