SUSTAINABILITY IN THE SCROLL: SOCIAL MEDIA MARKETING AND RESPONSIBLE CONSUMERISM

Social media marketing (SMM) has emerged as a dominant force in shaping consumer decision-making and brand engagement in the digital economy. Platforms such as Instagram, Facebook, TikTok, LinkedIn, and YouTube have evolved into interactive
ecosystems where businesses communicate directly with their audiences. At the same time, consumers are increasingly aware of sustainability and demand ethical responsibility from the brands they support. This chapter explores how SMM can encourage responsible consumerism by promoting eco-friendly practices, transparent messaging, and sustainable
lifestyle choices. It also highlights the opportunities for companies to leverage influencers, storytelling, and AI-driven targeting to strengthen sustainability communication. However, risks such as greenwashing, information overload, and ethical dilemmas in digital marketing
remain significant challenges. By critically examining the ethical, regulatory, and technological perspectives of SMM, this chapter underscores its transformative role in
achieving Sustainable Development Goals (SDG 12: Responsible Consumption and Production, and SDG 13: Climate Action). Ultimately, the chapter argues that social media is
not merely a promotional tool but a driver of social change, capable of aligning business success with sustainable development