Social Media-Based Green Marketing: A Precision Communication Strategy for Sustainable Brand Building

Abstract

This study explores the evolution and application of green marketing strategies in the digital era, with a focus on the influence of social media platforms in constructing sustainable brand value. Through a systematic analysis of literature and comparative case research, the study identifies how social media enables precise and interactive communication of sustainability concepts. The findings demonstrate that the interactivity, immediacy, and participatory culture of social media have fundamentally transformed traditional green marketing models, offering new pathways for engaging with environmentally conscious audiences. In the digital ecosystem, consumers are no longer passive receivers but active participants who co-create sustainability meanings through dialogue, sharing, and community-building. This transformation challenges brands to rethink their communication logic-from one-way persuasion to multidirectional collaboration. The research develops a four-dimensional framework of precision communication, including target audience identification, content strategy design, channel optimization, and real-time performance feedback. It argues that the essence of sustainable brand building in the social media era lies not only in disseminating environmental messages but in cultivating authentic, value-driven, and adaptive relationships with consumers. By examining representative cases from industries such as beauty, technology, luxury, and consumer goods, this paper reveals the mechanisms through which digital innovation strengthens the credibility and continuity of green branding efforts.