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SCIENTIFIC WORK - 2026
DOI: https://doi.org/10.36719/2663-4619/130/118-136
The Impact of Social Media Marketing Activities on Consumers' Conscious Consumption Behaviors
V. Özlem Akgün1* , Emin Zeynalov2 , and Uzel Gulmaliyev3
Abstract. Social media has become a significant marketing tool shaping consumer behavior. Social media marketing refers to the activities of brands promoting their goods and services by interacting with consumers through digital platforms. Conscious consumption, on the other hand, encompasses consumption choices made by individuals while considering their environmental, ethical, and social responsibilities. This study aims to examine the effects of the dimensions of social media marketing activities—entertainment, interaction, trending, personalization, and word-of-mouth—on conscious consumption behavior. The research was conducted on 400 consumers aged 18 and over in Azerbaijan. Data were collected using a survey method and analyzed using SPSS and AMOS software packages. The validity and reliability of the scales were tested with exploratory and confirmatory factor analyses; relationships between variables were examined with Pearson correlation analysis; and multiple linear regression analysis and structural equation modeling were used to test hypotheses. The findings revealed that social media marketing activities have a positive and statistically significant effect on conscious consumption behavior. When evaluated in terms of sub-dimensions, it was determined that the interaction dimension has a stronger effect compared to other dimensions. The model's explanatory power indicates that social media marketing activities explain a significant portion of the variance in conscious consumer behavior. Consequently, it has been shown that social media marketing activities influence not only the economic but also the ethical and social dimensions of consumer behavior. These findings suggest that social media marketing strategies can play a significant role in promoting conscious and sustainable consumer behavior
Keywords: Social media marketing, conscious consumption, consumer behavior, interaction, structural equation modeling
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