Trends of using social media for the green labelling of modern mobile phones

Alkhatib, Sewar; Keller, Veronika; Kecskés, Petra Article Trends of using social media for the green labelling of modern mobile phones Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Alkhatib, Sewar; Keller, Veronika; Kecskés, Petra (2024) : Trends of using social media for the green labelling of modern mobile phones, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-19, https://doi.org/10.1080/23311975.2024.2373357 This Version is available at: https://hdl.handle.net/10419/326398 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public. If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Trends of using social media for the green labelling of modern mobile phones Sewar Alkhatib, Veronika Keller & Petra Kecskés To cite this article: Sewar Alkhatib, Veronika Keller & Petra Kecskés (2024) Trends of using social media for the green labelling of modern mobile phones, Cogent Business & Management, 11:1, 2373357, DOI: 10.1080/23311975.2024.2373357 To link to this article: https://doi.org/10.1080/23311975.2024.2373357 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 16 Jul 2024. Submit your article to this journal Article views: 1882 View related articles View Crossmark data Citing articles: 3 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Marketing | research article Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2373357 Trends of using social media for the green labelling of modern mobile phones sewar alkhatiba , Veronika kellerb and Petra kecskésc aDoctoral school of Regional and Business administration, széchenyi istván university, győr, Hungary; bDepartment of Corporate Leadership and Marketing, széchenyi istván university, győr, Hungary; cDepartment of international studies and Communication, széchenyi istván university, győr, Hungary ABSTRACT this study explores contemporary practices by three major companies, samsung, apple and huawei, to promote the environmentally friendly attributes of mobile phones by utilizing social media platforms. the research employs a combination of literature review and data analysis to investigate the strategies used by these companies in advertising their environmental initiatives on popular social media platforms such as Facebook, instagram, Youtube and twitter. the findings underscore the increasing significance of social media in the realm of green labelling initiatives. the study reveals the potential of social media to enhance customer awareness and influence purchasing behaviour in the dynamic mobile phone sector. the article recommends further research in this domain to guide manufacturers in formulating effective strategies amid the evolving landscape of the mobile phone industry. 1. Introduction social media platforms and digital marketing are now essential tools businesses use to market their goods and services. also, social media platforms are progressively focused on gaining a profound understanding of the users, responding to their diverse moods, whims and desires with heightened dedication. Mobile phone companies actively promote their environmentally friendly products through social media and digital marketing, investing in green technology, manufacturing techniques and materials to minimize their carbon footprint and enhance sustainability in response to environmental concerns. companies offer environmentally friendly features like biodegradable cases, energy-efficient cPUs and recyclable packaging to attract environmentally conscious customers. Yet, more than producing environmentally friendly products is needed. Mobile phone firms must effectively communicate the benefits of their environmentally friendly goods, utilizing social media and digital marketing channels, which reach 5.07 billion active social media users and over 5.44 billion active internet users combined, as of april 2024; these platforms represent a substantial opportunity for mobile phone businesses to expand their customer base and improve customer engagement (Bryła et al., 2022). the study explores contemporary practices by three major companies, samsung, apple and huawei, to promote the environmentally friendly attributes of mobile phones by utilizing social media platforms. this objective guides the research towards examining specific strategies employed by these companies in promoting environmentally friendly mobile phones through social media. By examining the practices of major mobile phones companies this research offers fresh perspectives on how these industry leaders utilize social media for marketing their environmentally friendly initiatives. these insights contribute to © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT sewar alkhatib [email protected] Doctoral school of Regional and Business administration, széchenyi istván university, győr, Hungary. https://doi.org/10.1080/23311975.2024.2373357 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY received 23 January 2024 revised 29 May 2024 accepted 23 June 2024 KEYWORDS green marketing; sustainability; digital marketing; green products; social media REVIEWING EDITOR elika kordrostami, rowan University rohrer college of Business, United states SUBJECTS internet; Digital Marketing; e-Marketing; Marketing; sustainability 2 s. alkhatiB etal. the existing literature by emphasizing the importance of leveraging social media effectively in marketing efforts within the mobile phone industry, the thorough examination of content, images and sentiment in various advertisements can provide researchers and companies with valuable insights when they aim to promote environmentally friendly products. Mobile phone manufacturers can use digital marketing and social media to highlight the environmental benefits of their products, promoting sustainability and showcasing their commitment to social responsibility. in terms of methodology, the research focused on investigating the use of social media platforms (Facebook, instagram, Youtube and twitter) to promote mobile phones as environmentally friendly products. this involved a comprehensive literature review to establish a theoretical foundation and identify key concepts and variables. additionally, observation of social media interactions was conducted to gather empirical data and gain insights into the real-world practices of mobile phone manufacturers in promoting mobile phones as an environmentally friendly product. the analysis of the content, images and customer reviews on the social media platforms was conducted through a multifaceted approach, including comprehensive content analysis and image analysis. green marketing is central to the mobile phone industry. it emphasizes environmentally friendly products with features like recyclable packaging and biodegradable cases. this approach includes modifying products, altering the production process, making changes to packaging and adjusting advertising strategies (Delafrooz & armin goli, 2015). collaboration with environmental organizations shows a commitment to social responsibility. Mobile phone companies use social media and digital marketing to engage environmentally conscious customers. they promote environmentally friendly devices and support broader sustainability initiatives (Polonsky, 1994). Promoting environmentally friendly phones is essential. it addresses environmental concerns and reduces the mobile phone industry’s carbon footprint. these phones mitigate the negative impacts of manufacturing, usage and disposal, contributing to environmental preservation. additionally, promoting environmentally friendly phones enhances a company’s brand image and market share, making it both an economic and ecological necessity (shwu-ing & Yen-Jou, 2014). this article delves into how mobile phone manufacturers use social media and digital marketing to promote environmentally friendly products. We will explore methods to convince customers of environmental benefits, their impact on purchasing behaviour and challenges businesses face in leveraging social media for environmentally friendly promotion, along with potential solutions. 1.1. Overview of green marketing Digital marketing uses electronic devices and digital communication channels (mainly the internet or text messages) to engage with and persuade potential customers to buy goods (loewenberg, 2015). Digital marketing is now a powerful tool for connecting with consumers, conducting market research and understanding consumer preferences and demographics. thanks to automation, market research is more effective and costs are lower, benefiting both companies and consumers (nadaraja etal., 2013). as customers engage with the company through digital channels, it prompts the company to acknowledge the significance of documenting these interactions and evaluating performance, serving as a valuable reference for shaping effective marketing strategies (Febriyantoro, 2020). the idea of ‘green’ is regarded as an extreme phenomenon compared to the 1960s attempt to maintain an environmentally conscious lifestyle, which included the concept of green in consumer purchasing habits. this idea has significantly changed today’s marketing activities and is used globally (Mukonza et al., 2021). in the early 1970s, the study of environmental conditions’ impact on marketing activities began with the primary goal of identifying environmentally conscious consumers, integrating environmental principles into marketing procedures and promoting recycling to encourage industrial societies to adopt environmentally friendly behaviour patterns (Öztürk, 2020). green marketing offers numerous benefits, such as enhancing brand recognition and consumer trust, reducing costs through environmentally friendly practices, meeting the growing demand for sustainable products, gaining a competitive edge and promoting sustainable consumption for societal and environmental benefit (nadioo & Verma, 2019). cogent BUsiness & ManageMent 3 Despite initial challenges, the long-term adoption of green marketing in firms yields positive impacts. global rules and regulations are essential to transform the business landscape and combat pollution. Widespread recycling and energy efficiency should become systematic practices. organizations’ environmental commitments influence suppliers. consumers and industrial buyers push for integrating ecological considerations into corporate culture to minimize impacts (chopra, 2015). green marketing faces several challenges. these include low customer awareness, high r&D costs and meeting environmental standards. issues like greenwashing and complex supply chains also pose difficulties. to overcome these hurdles, strategies should focus on customer education, innovation, transparency and collaborative value chain efforts (Miryala & reddy, 2015). Future trends in green marketing include consumer preferences for sustainability, environmentally friendly products and transparent green claims. technology-enabled environmental monitoring, industry collaboration, circular economy concepts and regulatory compliance are also crucial. these trends highlight shifting consumer preferences and the growing importance of environmental stewardship (Babu, 2021). 1.2. Digital marketing With over 5 billion users globally, mobile phones are essential for businesses selling goods and services. these devices serve as crucial channels for digital marketing, enabling companies to connect with their target market anytime and anywhere. Digital marketing involves marketing products or services using digital technologies, mainly on the internet, but also including mobile phones, displays, advertising and other digital mediums (Desai, 2019). today, digital marketing is crucial. it uses online platforms to reach consumers, boost brand awareness, enable customized interactions and inform data-driven decisions. a strong online presence is vital for growth, competitiveness and measurable results as consumers increasingly turn to digital media (singade, 2022). Digital marketing employs diverse tactics to engage online audiences, such as seo, PPc, social media, email, content and mobile marketing. Platforms like Facebook and instagram have become formidable rivals to traditional marketing channels, including advertising and direct sales (Jibril et al, 2019). these efforts enhance visibility, target ads, foster connections, provide information and reach users on mobile devices. they aim to boost brand recognition and website traffic, generate leads and drive conversions for company expansion (saleem & siddik, 2021). technology and evolving consumer behavior shape the digital marketing landscape, incorporating new technologies, audio-visual content and social media influencers. Marketers must be flexible, up-to-date and agile to engage their target audience effectively. this dynamic environment offers opportunities and challenges, requiring creativity and data-driven strategies to stay competitive (Wadhan & kumar, 2023). Many studies have discussed the challenges in digital marketing and sustainability; those challenges were identified in the study of Diez-Martin etal. (2019), as customer orientation and value proposition, digital consumer behaviour, digital green marketing, competitive advantage, supply chain and capabilities. 1.3. Methods of digital green marketing investments and usage of digital green marketing are prevalent across many sectors. argon and Maria (2021) highlight the importance of green investments in tourism, reducing air pollution and emissions without significantly impacting nonenergy products. green marketing is vital for Bangladesh’s tourism sector growth. the government and businesses collaborate on long-term ecotourism plans, investing in eco-transportation, ecotourism zones and green infrastructure. this promotes ecotourism, organic restaurants and recycling tourism products. For logistics organizations, green methods and digital marketing strategies for icts reduce environmental hazards by lowering emissions and pollution. this leads to market share gains and cost advantages. the report also emphasizes integrating digital systems with green policies (korucuk et al., 2022). 4 s. alkhatiB etal. 1.4. Social media and marketing social media marketing is crucial today, with billions using these platforms daily. Businesses engage audiences, advertise and interact in real-time, benefiting from broad reach, affordability and customer loyalty (odediran, 2020). social networking transforms advertising by connecting businesses with a larger audience and engaging customers in real-time. While achieving zero environmental impact is a lofty goal, environmentally friendly products aim to conserve resources, reduce pollution and minimize waste. strengthening sustainable consumption habits is crucial for reducing environmental degradation and promoting ethical consumption (grubor etal., 2017). Digital green marketing uses social media to reach a broad audience, engage in real-time and target advertising effectively. it promotes environmentally friendly products and builds brand loyalty by sharing educational content. these platforms help organizations communicate their commitment to sustainability (Park et al., 2021). 1.5. Trends and patterns sustainability is crucial in marketing as businesses adopt environmentally friendly strategies due to rising environmental awareness. Digital marketing promotes sustainability and environmentally friendly products, engaging environmentally conscious consumers (Makridou, 2021). highlighting environmental benefits on digital platforms encourages sustainable choices (Zia, 2012). With growing competition, brand development is essential. akor et al. (2022) finds that environmental disclosure, green innovation, green alliances and promotions significantly impact brand development for Uk manufacturing firms, while social media marketing has minimal influence. Mobile phone companies meet the demand for environmentally friendly products by using digital marketing, especially social media, to promote their green products and initiatives (ali & ahmad, 2012). consumers seek green options, so businesses must offer environmentally friendly solutions and share their efforts to enhance brand reputation and attract clients (Zarnikau, 2003). 2. Materials and methods the methodology was focused on investigating the use of social media platforms (Facebook, instagram, Youtube and twitter) to promote mobile phones as environmentally friendly products for three companies (samsung, apple, huawei). the research process involved a comprehensive literature review to establish a theoretical foundation and identify key concepts and variables. in addition, observation of social media interactions was conducted to gather empirical data and gain insights into the real-world practices of mobile manufacturers in promoting mobile phones as a green product. 2.1. Sample size and data collection the analysis included a sample size of 10 posts and images from each company’s social media platforms. Providing a substantial dataset to understand their promotional strategies. additionally, 50 customer reviews from each company were analyzed to complement the findings from posts and images. this approach ensured a comprehensive understanding of the companies’ green marketing efforts on social media. 2.2. Analysis methods the content, images and customer reviews on the social media platforms of the three companies were analysed through a multifaceted approach: the analysis was guided by predefined categories derived from a simplified representation of the model employed to analyse the social media presence of the three companies. these categories included: cogent BUsiness & ManageMent 5 • content strategy: content creation and Dissemination (informative Posts, testimonials, User-generated content, sustainability initiatives) • engagement and interaction: likes, comments, shares, direct messages • influencer Partnerships: social media users’ connections, followers, influencers • User-generated content: Product information accessibility, credibility, user reviews (customer posts, reviews, images, videos) 2.2.1. Reliability and validity to ensure the reliability and validity of the analysis methods, several measures were implemented: • inter-coder reliability: although the analysis was conducted by a single researcher, a rigorous process was followed to maintain consistency and objectivity. a detailed coding manual was developed based on the predefined categories, providing clear definitions and examples for each category. this manual guided the coding process and minimized subjective interpretations. • Pilot testing: an initial pilot test was conducted on a small sample of posts and images using the predefined categories. this pilot test helped refine the coding process and ensured that the categories were comprehensive and relevant to the study’s objectives. • Documentation: Detailed documentation of the coding process, including the coding manual and pilot test results, was maintained throughout the study. this documentation ensured transparency and replicability of the study’s findings. 2.3. Analysis technique 1. a comprehensive content analysis method was employed to assess the textual and visual elements of the posts. 2. an image analysis technique was used to scrutinize the visual content, focusing on design, aesthetics and brand messaging. 3. customer reviews were analysed through sentiment analysis tools, providing insights into the public’s perceptions and feedback on the companies’ products and services. 2.4. Research design overview the process of the research is shown in Figure 1. 3. Analysis and discussion this section explores and analyses the most popular social media platforms (Facebook, instagram, Youtube & twitter). By unravelling the intricacies of this influential platform, we gain valuable insights into its potential for promoting environmentally friendly products and its significance for businesses, individuals and communities. as of april 2023, the global digital landscape saw significant growth, with 5.18 billion internet users (64.6% of the world’s population) and 4.8 billion people (59.9% of the global population) active on social media. the internet is now a vital information society, connecting billions globally. northern europe leads in internet usage, while saudi arabia and the Uae boast 99% internet penetration. conversely, north korea ranks last globally with minimal internet usage. asia led in online users with 2.93 billion, followed by europe with 750 million. gender disparities were evident, with women making up 63% of global users, especially pronounced in arab states and africa. ages 15 to 24 showed the highest global internet penetration, led by europe at 98%. income level played a role, with high-income countries reporting 92% internet usage, contrasting with 26% in low-income markets. refer to Figure 2 for the data. Facebook, owned by Meta Platforms, leads globally with 2.9 billion monthly active users. Meta also controls Whatsapp, Facebook Messenger and instagram, each boasting one billion or more monthly 6 s. alkhatiB etal. users. in Q4 2022, Facebook reported over 3.7 billion monthly core Family product users. the United states is a hub for many major social networks. overall, social networking sites are estimated to reach 3.96 billion users in 2022, with continued growth anticipated as mobile device usage and social networks expand in previously underserved markets. Figure 3 represents the data provided. 3.1. Facebook Facebook is a powerful tool for reaching a large audience and sharing detailed content, including images and descriptions, which helps companies highlight their sustainability efforts. Figure 1. Research design overview. Figure 2. number of internet and social media users worldwide as of april 2013. (statista, 2023). cogent BUsiness & ManageMent 7 3.1.1. Galaxy Z Flip 5 Post samsung promoted the galaxy Z Flip 5 with a post highlighting the phone’s sustainability features. the post was titled ‘Designed with the Planet in Mind’ and included an image and a detailed description of the phone’s environmentally friendly attributes, such as the recycled materials percentage. the post, featuring green hues and the mobile phone picture, garnered significant engagement with 5917 likes and 22 comments. this allowed samsung to reach both current and potential customers, effectively communicating their commitment to sustainability. 3.1.2. Galaxy S23 Ultra Post samsung also shared a post about the galaxy s23 Ultra, showcasing its sustainability features and recycled material percentages. this post received high engagement with 10,387 likes and 79 comments. through detailed imagery and descriptions, samsung effectively communicated the environmental friendly aspects of their product to their audience, fostering discussions and awareness about sustainability. 3.1.3. Recycling campaign Despite huawei’s efforts to engage users in recycling their old phones through a campaign for the huawei P7 and P9, the results were less than optimal. the campaign, which lacked explicit environmental messaging or green colors, only received modest engagement on Facebook, with 527 likes and 32 comments. this indicates that the campaign may not have effectively resonated with users or motivated them to participate in sustainable practices. 3.2. Twitter twitter enables companies to quickly share updates and achievements with their followers, fostering real-time engagement and spreading awareness about their environmental initiatives. Figure 3. Most popular social networks worldwide as of January 2023, ranked by number of monthly active users. numbers in millions (statista, 2023). 14 s. alkhatiB etal. social media users consider accessibility, credibility and user reviews when buying green items (see table 5). crucial for huawei, samsung and apple, they emphasize accessible information, quick access to product details and reliance on official channels and influencers for credibility. these businesses recognize the importance of readily available information, credibility and customer feedback in influencing consumer choices for environmentally friendly products. Drawing from the literature review and findings, we can relate our observations to existing theoretical frameworks: 3.7.1. Theory of planned behavior this theory suggests that consumer attitudes towards green products are influenced by social media’s portrayal of the benefits and ease of adopting sustainable practices. the findings indicate that informative content on social media platforms can shape consumer attitudes towards sustainability, influencing their purchasing decisions. 3.7.2. Diffusion of innovation theory according to this theory, social media plays a pivotal role in accelerating the adoption of green products by targeting early adopters and influencers. the widespread reach and influence of social media platforms enable the rapid dissemination of information about environmentally friendly products, fostering a culture of sustainability among consumers. 3.7.3. Informational social influence theory social media serves as a powerful tool for shaping consumer behavior by showcasing green initiatives and products, thereby influencing social norms. the findings suggest that consumers are more likely to Table 3. Engagement and discussion insights on environmentally friendly product. samsung apple Huawei Level of engagement High interaction. Positive support from customers active discussions. strong advocacy of the brand. Raising awareness about the environment. emphasis on environmental conservation initiatives. nature of discussion Feedback and suggestions for improvements environmental campaigns and calls to action. sharing of sustainable reports and information. source: adapted from author (Level of engagement and nature of discussions). Table 4. influencer partnerships and their impact on company collaborations. Company influencers partnership social media platform influencer example impact collaboration samsung instagram @iamwellandgood showcasing samsung’s eco-friendly products, highlighting sustainability features and engaging the audience. apple instagram @leefromamerica Promoting apple’s environmental initiatives, sharing experiences with recycling programs and renewable energy efforts. Huawei Youtube @unboxtherapy Reviewing and promoting Huawei’s eco-friendly smartphones, emphasizing sustainable manufacturing practices. source: adapted from author (influencers partnership and their celebration impact). Table 5. analysis of user-generated content and product information. Company user-generated content Product information and accessibility Credibility user reviews on social media platforms samsung easy access through official channels and product pages Reinforced by brand reputation Valuable insights influencing purchase decisions apple Readily available on social media platforms and the official website strong brand reputation influential user-generated content and recommendations Huawei accessible through official brand channels and influencers Reinforced by commitment to sustainability engaging user-generated content and reviews source: adapted from author (user-generated content). cogent BUsiness & ManageMent 15 adopt sustainable practices when they perceive them as socially desirable, a perception often shaped by the content they encounter on social media platforms. 3.7.4. Technology acceptance model the technology acceptance model posits that consumers’ acceptance of new technologies or products is influenced by their perceived usefulness and ease of use. in the context of green marketing, social media platforms play a crucial role in shaping consumers’ perceptions of the usefulness and convenience of environmentally friendly products. engaging and informative content on social media platforms can enhance consumers’ acceptance of green products by highlighting their benefits and practicality. 4. Conclusion this article’s conclusion underscores the escalating importance of social media in the green labelling of contemporary mobile phones, aligning with theoretical frameworks in green marketing and consumer behaviour. the literature assessment illuminates the industry’s mounting emphasis on environmental responsibility and sustainability, resonating with established theories on consumer behaviour and environmental marketing. the insights gleaned from the analysis of data sources provide valuable empirical evidence supporting existing theoretical frameworks. By elucidating the methods employed by mobile phone manufacturers to promote their environmentally friendly features and engage with consumers on social media platforms, this study contributes to the theoretical understanding of digital green marketing strategies. the findings underscore the transformative role of social media as a potent tool for disseminating information about green labelling initiatives, heightening consumer awareness and influencing consumer behaviour. Further research in this domain is imperative for mobile phone manufacturers to leverage social media effectively, guided by theoretical insights, to enhance their marketing endeavours and shape consumer perceptions and choices. Authors’ contributions corresponding: sewar alkhatib: Played a significant role in shaping the study’s conception and design; actively participated in acquiring, analysing and interpreting data; took the lead in drafting the article; contributed critical revisions for important intellectual content; committed to being accountable for all aspects of the work, including data-related responsibilities. Veronika keller: Provided oversight, guidance and support throughout the article’s development; took on the role of reviewing and directing the work to ensure its quality for publication; gave final approval for the version to be published; committed to being accountable for all aspects of the work, actively participating in maintaining its integrity. Petra kecskés: Provided oversight, guidance and support throughout the article’s development; took on the role of reviewing and directing the work to ensure its quality for publication; gave final approval for the version to be published; committed to being accountable for all aspects of the work, actively participating in maintaining its integrity. all authors: agree to be accountable for all aspects of the work in ensuring that questions related to the accuracy or integrity of any part of the work are appropriately investigated and resolved. Professional relationships i disclose that i have no professional relationships or affiliations that may pose a conflict of interest with the subject matter or the research project. Intellectual property there are no patents, copyrights or other intellectual property rights associated with this research that could give rise to a conflict of interest. i affirm my commitment to the highest standards of integrity, transparency and ethical conduct in the execution of this research. in the event that any potential conflicts arise during the course of the research, i pledge to promptly disclose them to the relevant parties. this disclosure is made in accordance with the 16 s. alkhatiB etal. policies and guidelines of széchenyi istván University. if there are any questions or concerns regarding potential conflicts of interest, i am available to provide further clarification. Disclosure statement i, sewar alkhatib, hereby declare the following regarding the research manuscript titled ‘trends of using social media for the green labelling of modern mobile phones’. i affirm that: the research was conducted with the highest ethical standards. the funding source (széchenyi istván University) had no involvement in the study’s various stages, ensuring the independence and integrity of the research process. no additional external funding or sponsorship was received for this research. i understand the journal’s requirement to mention sponsors and their contributions. should you have any further inquiries regarding the funding or contributions, i am committed to providing the necessary information promptly. Data availability in accordance with the taylor & Francis share upon reasonable request policy, the data and materials supporting the outcomes of this study are accessible upon request. researchers interested in obtaining access to the data may contact sewar alkhatib through the provided contact details. We commit to making the data and materials available unless ethical, privacy or security concerns necessitate restrictions. in cases where certain data cannot be shared, a clear explanation for the restriction will be provided to interested researchers. About the authors Sewar Alkhatib sewar alkhatib is affiliated with the Doctoral school of regional and Business administration in győr, hungary. her research focuses on social media marketing, corporate social responsibility, and sustainable business practices. For correspondence, she can be reached at sewar.alk[email protected]. Veronika Keller is a faculty member in the Department of corporate leadership and Marketing at széchenyi istván University, győr, hungary. her research interests include marketing, health management, and marketing research. she can be contacted at [email protected]. Petra Kecskés is part of the Department of international studies and communication at széchenyi istván University, győr, hungary. her research focuses on green marketing, digital marketing, and sustainability. she can be reached at [email protected]. Funding this research received financial support from széchenyi istván University. the university has committed to covering any publication fees associated with the submission and publication of this manuscript. the financial support provided by széchenyi istván University does not involve a specific grant number. i am financially supported by széchenyi istván University in the form of a scholarship, to pursue my Ph.D. studies. this support includes coverage of publication fees for my research papers. the university’s support contributed to the general infrastructure and resources required for the research. however, széchenyi istván University did not have any direct involvement in the study design, data collection, analysis, interpretation or writing of the manuscript. ORCID sewar alkhatib http://orcid.org/0009-0001-5505-2153 Veronika keller http://orcid.org/0000-0002-7759-7613 Petra kecskés http://orcid.org/0000-0003-1671-8378 References akor, i., alshurdiah, M., & alkurdi, B. (2022). the role of digital marketing, csr policy, and green marketing in brand development. International Journal of Data and Network Science, 6(3), 1–10. ali, a., & ahmad, i. (2012). environment-friendly products: Factors that influence the green purchase intentions of Pakistani consumers. Pakistan Journal of Engineering Technology & Science, 2(1), 84–117. cogent BUsiness & ManageMent 17 argon, M. n., & Maria, F. F. (2021). green marketinginvestment and sustainable development for green tourism. in green marketing investment and sustainable development for green tourism (1st ed.). springer nature. https://doi. org/10.1007/978-981-16-1858-1_21 Babu, s. (2021). a study on consumer perception towards samsung mobiles. http://dspace.christcollegeijk.edu. in:8080/jspui/bitstream/123456789/1142/9/ccasBBar09.pdf Bilos, a., turkalj, D., & Budimcic, i. (2022). consumer perception of high-tech brands and related products: the case of the iconic apple. https://www.researchgate.net/publication. Bryła, P., chatterjee, s., & ciabiada-Bryła, B. (2022). the impact of social media marketing on consumer engagement in sustainable consumption: a systematic literature review. International Journal of Environmental Research and Public Health, 19(24), 16637. https://doi.org/10.3390/ijerph192416637 caminade, J., & Borck, J. (2023). the continued growth and resilience of apple’s app store ecosystem. https://www. apple.com/newsroom/pdfs/the-continued-growth-and-resilience-of-apples-app-store-ecosystem.pdf chacon, M., & rajawat, a. (2019). a case study of huawei technologies. Journal of the Community Development in Asia, 2(3), 29–36. chen, X., & liu, Y. (2021) Apple Inc. strategic marketing analysis and evaluation [Paper presentation]. 3rd international conference on economic Management and cultural industry. springer nature. https://doi.org/10.2991/assehr.k.211209.499 chopra, a. (2015). green marketing, challenges, and opportunities. Conference: International Conference on Life and Technology. 1, 1–12. https://www.researchgate.net/publication/302589120_green_Marketing_-challenges_and_opportunities Dan, c. (2023). comparative analysis of market and product development potential of apple and samsung. International Journal of Advanced Multidisciplinary Research and Studies, 3(1), 723–734. De Vliert, D. (2021). apple iPhone: a market case study. MacEwan University Student eJournal, 5(1), 11–19. https://doi. org/10.31542/muse.v5i1.2010 Delafrooz, n., & armin goli, a. (2015). the factors affecting the green brand equity of electronic products: green marketing. Cogent Business & Management, 2(1), 1–12. https://doi.org/10.1080/23311975.2015.1079351 Desai, V. (2019). Digital marketing: a review. International Journal of Trend in Scientific Research and Development, 8(4), 196–200. https://doi.org/10.31142/ijtsrd23100 Diez-Martin, F., Blanco-gonzalez, a., & Prado-roman, c. (2019). research challenges in digital marketing. Sustainability, 11(10), 2839. https://doi.org/10.3390/su11102839 Dmitrijevs, r. (2020). research on marketing strategy of huawei mobile phone in european market. Open Journal of Business and Management, 08(03), 1138–1150. https://doi.org/10.4236/ojbm.2020.83073 Febriyantoro, M. (2020). exploring Youtube marketing communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733. https://doi.org/10.1080/2331 1975.2020.1787733 grubor, a., Djokic, i., & Milovanov, o. (2017). the influence of social media communication on brand equity: the evidence for environmentally friendly products. Applied Ecology and Environmental Research, 15(3), 963–983. https:// doi.org/10.15666/aeer/1503_963983 hedge, a., altaf, M., Mahrajan, D., & Jonche, k. (2019). strategic analysis and planning for huawei. https://www. researchgate.net/publication/339446316_strategic_analysis_and_Planning_for_huawei. https://doi.org/10.5070/ g31210177 huang, J. (2022). the marketing strategy of samsung: analysis based in consumer behaviour. BCP Business & Management, 34, 761–768. https://doi.org/10.54691/bcpbm.v34i.3094 ishagai, P., Pereira, l., & scavroni, c. (2021). standardization and adaptation in multinational corporations: case study on samsung’s marketing mix strategy. International Journal of Business & Marketing (IJBMKT), 6(1), 77–79. Jiang, Y. (2016). the global marketing strategy for high-tech companies which are founded in developing countries for entering the global market: case study of huawei technologies. https://essay.utwente.nl/70768/1/Jiang_Ba_BMs.pdf. Jibril, a., kwarteng, M., chovancova, M., & Pilik, M. (2019). the impact of social media on consumer-brand loyalty: a mediating role of online based-brand community. Cogent Business & Management, 6(1). https://doi.org/10.1080/23 311975.2019.1673640 kien, M., tai, t., & Dan, c. (2023). comparative analysis of product policy of samsung and huawei. International Journal of Advanced Multidisciplinary Research and Studies, 3(1), 152–160. kolo, c., & haumer, F. (2018). social media celebrities as influencers in brand communication: an empirical study on influencer content, its advertising relevance and audience expectations. Journal of Digital & Social Media Marketing, 6(3), 273–282. korucuk, s., aytekin, a., ecer, F., karamaşa, Ç., & Zavadskas, e. k. (2022). assessing green approaches and digital marketing strategies for twin transition via fermatean fuzzy sWara-coPras. Axioms, 11(12), 709. https://doi. org/10.3390/axioms11120709 lan, B. (2021). analysis of apple’s marketing strategy. Advances in Social Science, Education and Humanities Research, 543, 128–132. li, Y. (2019). research on huawei Mobile Phone Marketing strategy Based on Market segmentation theory [Paper presentation]. Proceedings of the 5th annual international conference on social science and contemporary humanity Development (sschD 2019). https://www.atlantis-press.com/article/125925682.pdf loewenberg, e. (2015). green Marketing, an analysis of green marketing campaigns. The Swedish school of textile. https://www.diva-portal.org/smash/get/diva2:885759/FUllteXt01.pdf 18 s. alkhatiB etal. Makridou, g. (2021). Why should businesses embrace sustainability? lessons from the world’s most sustainable energy companies. ESCP Research Institute of Management (ERIM). https://academ.escpeurope.eu/pub/iP%202021-33-en.pdf. Mary, a., & sathiyaprashka, t. (2022). a study on consumers’ Behaviour on apple Products with special reference to coimbatore city. International Journal for Science and Advance Research in Technology, 8(6), 1052–2395. Masahito, a. (2020). innovation chinese Firms: a case study of huawei’s corporate strategies and the impact of the Us-china high-tech War. Innovation in East Asia (BRC Research Report). https://www.ide.go.jp/library. Mavlynov, a., abdurakhimov, F., & Maksumov, s. (2020). Quality management practices of Samsung electronics and apple. inha University. https://doi.org/10.13140/rg.2.2.15152.58883 Miryala, r., & reddy, M. (2015). trends, challenges and innovation in management. https://www.google.nl/books/ edition/trends_challenges_innovations_in_Managem/ak1zcQaaQBaJ?hl=en&gbpv=1&dq=green+marketing+challe nges&pg=Pa180&printsec=frontcover Mukonza, c., adeola, o., hinson, r., adisa, i., Mogaji, e., & kirgiz, a. (2021). green marketing in emerging markets, strategic and operational perspectives. Palgrave Studies of Marketing in Emerging Economies. https:// content.e-bookshelf.de/media/reading/l-16261041-ee595b361e.pdf Mythily, D. (2022). a study on consumer satisfaction on apple i phone. institute of science and techonology. https:// sist.sathyabama.ac.in/sist_naac/documents/1.3.4/39280020%20MYthilY%20D.pdf nadaraja, r., rubathee, M., & Yazdanifard, r. (2013). social media marketing: advantages and disadvantages. http:// www.academicjournals.org/journal/ajbm/article-full-text-pdf/98b1f9f34848. nadioo, V., & Verma, r. (2019). Green marketing as a positive driver towards sustainability. igi global. https://doi. org/10.4018/978-1-5225-9558-8 obhari, P. (2015). Marketing strategies of samsung india. International Journals of Multidisciplinary Research (RAIJMR), 3(6), 46–52. odediran, a. (2020). social media marketing: the advantage and disadvantage social media marketing: the advantage and disadvantage. Final Project. 1–29. https://doi.org/10.13140/rg.2.2.24502.11849 Öztürk, r. (2020). green marketing. IJOPEC. https://www.researchgate.net/publication/348649689_green_Marketing/ link/60093a4ea6fdccdcb86bce01/download Park, a., kwon, J., & kim, s. (2021). green marketing strategies on online platforms: a mixed approach of experiment design and topic modeling. Sustainability, 13(8), 4494. https://doi.org/10.3390/su13084494 Polonsky, M. J. (1994). an introduction to green marketing. Electronic Green Journal, 1(2), 1–7. https://doi.org/10.5070/ g31210177 Price, t., & erick, J. (2015). Marketing plan, a dominant force in the electronics industry. https://www.coursehero.com/ file/65395133/Marketing-plandocx/ raushan, B. (2019). research on marketing strategizing of huawei brand in kazakhstan. International Journal of Engineering and Management Research, 9(3), 64–68. https://doi.org/10.31033/ijemr.9.3.9 saleem, M., & siddik, M. (2021). Digital marketing: strategies and channels. archers & elevators Publishing house. https://www.researchgate.net/publication/354114675_Digital_Marketing_channels_anD_strategies sharma, J., & Verma, s. (2018). a study of consumer perception while purchasing apple products with special preference to Malwa region. International Journal of Management, Technology and Engineering, 8(12), 502–515. shwu-ing, W., & Yen-Jou, c. (2014). the impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Organizational Innovation, 6(1), 93–106. sikka, s., & kumar, J. (2022). exploring dimensions of brand personality: a study of apple i-Phone. Vidyabharati International Interdisciplinary Research Journal. 160–166. https://www.researchgate.net/ publication/360356426_eXPloring_DiMensions_oF_BranD_PersonalitY_a_stUDY_oF_aPPle_i-Phone. singade, n. (2022). importance of digital marketing. Journal of Emerging Technologies and Innovation Research, 9(5), 59–62. statista. (2023). Digital population worldwide. available at: https://www.statista.com/statistics/617136/digital-population-worldwide/ (accessed: 09 July 2024). Uyar, a. (2018). a study on consumers’ perception about chinese products and willingness to buy. International Journal of Eurasia Social Sciences, 9(32), 1121–1143. Varghese, V. (2021). a study on customer perception towards samsung mobile. https://www.coursehero.com/ file/150026723/samsung-pdf-1pdf/ Wadhan, n., & kumar, a. (2023). the evolving landscape of digital marketing: trends, impacts and opportunities in india. Journal of Data Acquisition and Processing, 38(2), 131–144. https://doi.org/10.5281/zenodo.776891 Zarnikau, J. (2003). consumer demand for ‘green power’ and energy efficiency. Environment Development and Sustainability, 31(15), 1661–1672. https://www.sciencedirect.com/science/article/abs/pii/s030142150200232X. Zhou, Q. (2016). the effect of consumer perception on brand trust in emerging market multinationals. https://edepot. wur.nl/385048. Zia, a. (2012). eco-friendly marketing and consumer buying behavior: an empirical study. International Journal of Research in Computer Application& Management, 2(4), 131–144.