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- MakaleYalnız künye2026Scopus SJRQ2Attracting Volunteers Through Social Media Marketing in Environmental Organizations
Çetinkaya, Ali; Bilgin, Yusuf; Elmalı, Kübra
Nowadays, environmental organizations have strategically leveraged social media platforms to raise environmental awareness, promote pro-environmental behavior, manage environmental campaigns, and encourage environmental volunteerism. This study aims to investigate the impact of social media marketing activities conducted by environmental organizations on followers’ pro-environmental behaviors and their intentions to engage in environmental volunteering. The research sample consists of social media users who follow the ten most prominent environmental organizations in Turkey–organizations known for their commitment to protecting nature and the environment–on platforms such as Facebook, Instagram, Twitter, and LinkedIn. A quantitative research method was employed, and data were collected from 512 respondents through an online survey. The data were analyzed using Structural Equation Modeling (SEM). The findings reveal that social media marketing activities, taken as a whole, have a significant and positive effect on both followers’ pro-environmental behaviors and their environmental volunteering intentions. Among the five components, timeliness, awareness, and customization were found to have the strongest influence on volunteering intentions, while timeliness and interaction significantly affected pro-environmental behavior. Additionally, the analysis confirmed that pro-environmental behavior mediates the relationship between social media marketing activities and environmental volunteering intentions. This study contributes to the growing body of literature on environmental communication by demonstrating how specific social media marketing strategies can enhance both environmental engagement and behavioral outcomes among followers. The findings offer practical insights for environmental organizations aiming to strengthen their impact through targeted and effective social media practices.
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İncele - MakaleAçık Erişim2025Scopus SJRQ1Stimulating Pro-Environmental Behavior Through Social Media Marketing in Environmental Organizations
Bilgin, Yusuf; Çetinkaya, Ali
Environmental organizations have increasingly utilized social media platforms to highlight issues related to climate change and environmental challenges, raise public awareness, foster engagement on environmental matters, cultivate a positive corporate image, and promote environmentally sustainable consumption practices. However, there is a lack of empirical evidence regarding the influence of these organizations' social media marketing strategies on their followers. The study aims to investigate the effect of environmental organizations’ social media marketing activities on brand image, online word-of-mouth communications, and the pro-environmental behaviors of followers. A quantitative approach was used in the research, and data were gathered through online questionnaires from 529 users who actively follow ten well-known environmental organizations on Facebook, Instagram, Twitter, and LinkedIn in Türkiye. The theoretical model and hypotheses were tested with Structural Equation Modeling (SEM). The social media marketing components of environmental organizations were defined as awareness, interaction, timeliness, customization, and advertising. As a result of the analysis, it was revealed that the social media marketing components of environmental organizations' awareness, timeliness, and interaction have a positive effect on the pro-environmental behaviors of the followers. At the same time, these components have a significant effect on brand image and online word-of-mouth in environmental organizations. In addition, it has been demonstrated that brand image and online word-of-mouth in environmental organizations significantly affect on the pro-environmental behaviors of the followers. The findings suggest that social media serves as an effective platform for environmental organizations to enhance their brand image and promote pro-environmental behavior. However, these organizations face challenges regarding the effectiveness of advertisements and the personalization of communication on these platforms.
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