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All Journal Jurnal Ilmiah Manajemen Kesatuan
Endah Budiarti
Universitas 17 Agustus 1945 Surabaya, Indonesia
Economics, Econometrics & Finance Social Sciences

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Green Marketing Management in the Digital Era: A Study of Website Content and Corporate Social Media in Surabaya Endah Budiarti; Ulfi Pristiana; Nekky Rahmiyati
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4923

Abstract

The development of environmental issues and digital transformation has encouraged companies to adopt green marketing strategies as part of modern marketing management. This study aims to analyze green marketing management in the digital era through a study of website content and social media of companies operating in Surabaya. The research uses a descriptive qualitative approach with content analysis on digital content from official websites and social media platforms. Data were collected through non-participant observation and digital documentation and analyzed using thematic coding. The results show that company websites are mainly used to communicate sustainability information in a formal and credible way, while social media supports more persuasive, visual, and interactive communication. Dominant green marketing themes include environmental commitment, CSR activities, environmental campaigns, and consumer education. Although most companies show consistent messages across websites and social media, differences remain in the depth of information and signs of greenwashing risks, especially in social media content. This study concludes that the effectiveness of digital green marketing is determined by consistency, transparency, and the suitability of communication strategies with digital media characteristics. These findings are expected to serve as a reference for companies in managing green marketing sustainably.
Co-Authors Nekky Rahmiyati Ulfi Pristiana