Short answer
Develop social media marketing strategies that authentically showcase sustainability efforts to resonate with and positively influence bottom-of-the-pyramid consumers.
- Field
- Innovation & Markets
- Source
- Business Strategy and the Environment (2025)
- Method
- Quantitative survey and structural equation modeling
- Sample
- 414 participants
- Evidence
- Strong effect
Firms can significantly enhance customer engagement, satisfaction, and subjective well-being among bottom-of-the-pyramid (BoP) consumers by implementing sustainable social media marketing activities. This innovation & markets research insight is drawn from a 2025 study published in Business Strategy and the Environment. Using Quantitative survey and structural equation modeling with 414 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Develop social media marketing strategies that authentically showcase sustainability efforts to resonate with and positively influence bottom-of-the-pyramid consumers.
Sustainable Social Media Marketing Boosts Engagement and Well-being for Underserved Consumers
Firms can significantly enhance customer engagement, satisfaction, and subjective well-being among bottom-of-the-pyramid (BoP) consumers by implementing sustainable social media marketing activities.
Business Strategy and the Environment · 2025
Key Findings
- 01Sustainable social media marketing activities (SSMMAs) positively influence BoP customers' engagement and satisfaction.
- 02Customer engagement and satisfaction act as mediators in the relationship between SSMMAs and subjective well-being.
- 03Perceived environmental consciousness moderates the link between SSMMAs and customer satisfaction.
- 04Customer empowerment moderates the relationship between satisfaction and subjective well-being.
Application
Design takeaway
Develop social media marketing strategies that authentically showcase sustainability efforts to resonate with and positively influence bottom-of-the-pyramid consumers.
How to apply
When designing marketing campaigns for emerging markets or underserved communities, incorporate clear and genuine messaging about the environmental and social benefits of products or services. Ensure these messages are accessible and relatable to the target audience.
Project actions
- 01When researching a product for a specific market, consider how its social and environmental impact can be communicated effectively through digital channels.
- 02Explore how different levels of customer awareness (e.g., environmental consciousness) might influence the reception of sustainable marketing messages.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates a critical gap in understanding social media marketing in BoP markets.
- +Employs robust statistical methods (PLS-SEM) for data analysis.
Limitations
The study's findings might not be generalizable to all bottom-of-the-pyramid markets due to diverse cultural and economic contexts. The reliance on self-reported data can introduce bias.
Reliability & validity
The study's reliability is supported by the use of established scales and a robust statistical method (PLS-SEM). Validity is addressed through the proposed model and the examination of moderating effects, though further cross-validation might enhance it.
Think critically
To what extent can the positive effects observed in this study be attributed to the novelty of sustainable marketing in BoP contexts, and how might these effects change as sustainability becomes more mainstream?
Design Principles
"Authentic sustainability communication on social media can foster positive customer outcomes, particularly in underserved markets."
This research highlights a powerful, yet often overlooked, avenue for brands to connect with and positively impact underserved markets. By integrating sustainability into their social media strategies, companies can not only foster deeper customer relationships but also contribute to the broader well-being of these communities.
What This Means for Your Design
Companies can make people in poorer communities feel more engaged and happier by talking about being eco-friendly on social media.
How to use in your project
- 1.Use this study to justify the importance of considering the social and environmental impact of design choices when targeting specific consumer groups.
- 2.Reference the findings to support the idea that effective communication of sustainability can lead to increased customer engagement and satisfaction in your design project.
Add to My Project
Quick Cite
Paragraph starter
This research by Amin et al. (2025) demonstrates that sustainable social media marketing activities significantly enhance customer engagement and satisfaction among bottom-of-the-pyramid consumers, ultimately contributing to their subjective well-being. The study also highlights that environmental consciousness and customer empowerment act as crucial moderators, suggesting that tailored communication strategies are vital for maximizing impact in these markets.
Source
Business Strategy and the Environment
The Role of Sustainable Social Media Marketing Activities in Raising Bottom‐of‐the‐Pyramid Customers' Engagement, Satisfaction, and Subjective Well‐Being
journal · 2025
View sourceQuestions About This Research
- What does the research say about sustainable social media marketing boosts engagement and well-being for underserved consumers?
- Develop social media marketing strategies that authentically showcase sustainability efforts to resonate with and positively influence bottom-of-the-pyramid consumers. Evidence: Business Strategy and the Environment (2025).
- Why does "Sustainable Social Media Marketing Boosts Engagement and Well-being for Underserved Consumers" matter for design?
- This research highlights a powerful, yet often overlooked, avenue for brands to connect with and positively impact underserved markets. By integrating sustainability into their social media strategies, companies can not only foster deeper customer relationships but also contribute to the broader well-being of these communities.
- How can designers apply this research?
- Develop social media marketing strategies that authentically showcase sustainability efforts to resonate with and positively influence bottom-of-the-pyramid consumers.
- What were the main findings?
- Sustainable social media marketing activities (SSMMAs) positively influence BoP customers' engagement and satisfaction.. Customer engagement and satisfaction act as mediators in the relationship between SSMMAs and subjective well-being.. Perceived environmental consciousness moderates the link between SSMMAs and customer satisfaction.. Customer empowerment moderates the relationship between satisfaction and subjective well-being.
- What research method was used?
- Quantitative survey and structural equation modeling with 414 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Business Strategy and the Environment.
- What should I do differently in my next project?
- When designing marketing campaigns for emerging markets or underserved communities, incorporate clear and genuine messaging about the environmental and social benefits of products or services. Ensure these messages are accessible and relatable to the target audience.
- What are the limitations?
- The study relies on self-reported data, and the findings are specific to the surveyed BoP consumer group and context.