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Social Responsibility's Impact on Marketing Through the Lens of Social Media

In the digital age, the influence of social media on marketing cannot be overstated, however, this influence extends beyond just advertising tactics. Social responsibility has reshaped the marketing landscape, with profound effects on consumer behaviour and the rise of conscious consumerism.


Transparency and Accountability


Social media platforms have created a new era of transparency meaning users can readily hold businesses accountable for their actions. This transparency has compelled businesses to adopt ethical and socially responsible practices or risk public backlash. With this transparency comes the need for authenticity and inauthentic attempts to capitalize on social issues can lead to criticism. Therefore, businesses must ensure their social responsibility efforts are genuine and align with their core values.


Alignment with Values


Profit-driven campaigns are no longer enough; consumers are increasingly support companies championing social and environmental causes that align with their values. Brands like Patagonia, known for their environmental commitment, have shown that social responsibility can be a potent marketing tool.


The Role of Influencers


Influencers have become pivotal players in shaping the marketing landscape. These individuals have the power to sway public opinion and influence purchasing decisions. Consequently, brands are collaborating with influencers who share their socially responsible values, forging authentic connections with consumers.


Movements and Viral Campaigns


Social media has given rise to movements and viral campaigns promoting social responsibility, for example, the #BlackLivesMatter movement. Brands that support such causes not only contribute to positive change but also gain credibility with socially conscious consumers.


Social media has transformed marketing by ushering in an era of social responsibility. Brands are expected to take a stance on societal issues and demonstrate their commitment to ethical practices. This shift offers opportunities for businesses to build stronger connections with socially conscious consumers and contribute positively to the world. In this age of social media, marketing and social responsibility are intertwined, shaping the future of commerce.

#TheDigitalMarketingCrew #ECUMKT5325 (Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University).

Student number: 10623501



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