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TopBig data from SM can help in understanding the shopping and buying habits of customers who may be interested in GT. SM are valuable for providing peer interaction; precise, influential, and readily available information; and wide access to emotional support and surveillance (Moorhead et al., 2013). Finding trends and patterns within SM’s interaction and influence may help green companies know who to target and invite into their SM conversations. Green companies’ goal is to invite customers who are already interested in GT to converse, influence peers, purchase, and use GT to sustain the environment.
Through SM communication, firms, people, and the environment could be adequately sustained. Communication is a useful tool for organizational change as well as for ensuring commitment to sustainability (Reilly & Hynan, 2014). Firms engaging customers to use GT are not just educating and reaching out to customers but are also building awareness about sustaining the environment through a green-friendly lifestyle. In business and society, SM play an active role in transforming how people collaborate, communicate, consume, interact, and create (Aral, Dellarocas, & Godes, 2013). SM can be helpful in allowing both firms and people to collaborate, interact, and create long-lasting strategies to promote and adopt a green-friendly lifestyle.