Navigating and Mapping Sustainability and Greenwashing in Digital Marketing – A Content Analysis of 50 companies in Ostrobothnia, Finland
Trezise-Segervall, Alicia (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404237316
https://urn.fi/URN:NBN:fi:amk-202404237316
Tiivistelmä
The purpose of this thesis is to determine how companies in Ostrobothnia, Finland use social media and if they use greenwashing. Further, the companies were categorised by industry to learn what industry is most guilty of using social media to greenwash.
A content analysis of 50 companies has established what social media is used, how often and if greenwashing occurs. Greenwashed posts are also analysed for hashtags, image and emoji use.
As a result, it was found that Facebook and Instagram are the primary social media platforms used by the 50 companies. Energy and Paper/pulp/timber industries were the greatest greenwashing offenders, using greenwashing tactics in half of all social media posts.
A content analysis of 50 companies has established what social media is used, how often and if greenwashing occurs. Greenwashed posts are also analysed for hashtags, image and emoji use.
As a result, it was found that Facebook and Instagram are the primary social media platforms used by the 50 companies. Energy and Paper/pulp/timber industries were the greatest greenwashing offenders, using greenwashing tactics in half of all social media posts.