In a digital landscape focused on sustainability, video content on social media is a key tool for effectively and authentically communicating green initiatives. This research analyzes videos from European Fortune 500 companies to explore how the combination of text, images, and sound influences engagement and brand perception. The results show that multimodal consistency, narrative simplicity, and brand trust improve communication effectiveness and reduce the risk of greenwashing. This study provides strategic insights for sustainable communication that generate engagement without compromising corporate credibility.
Losito, C., Farace, S., Tuan, A., Montaguti, E. (2025). Green marketing strategies in video content. ECONOMIA & MANAGEMENT, 3, 8-14 [10.57590/1120-5032-202503ENG-2].
Green marketing strategies in video content
LOSITO CRISTOFORO;STEFANIA FARACE;ANNAMARIA TUAN;ELISA MONTAGUTI
2025
Abstract
In a digital landscape focused on sustainability, video content on social media is a key tool for effectively and authentically communicating green initiatives. This research analyzes videos from European Fortune 500 companies to explore how the combination of text, images, and sound influences engagement and brand perception. The results show that multimodal consistency, narrative simplicity, and brand trust improve communication effectiveness and reduce the risk of greenwashing. This study provides strategic insights for sustainable communication that generate engagement without compromising corporate credibility.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
