Sustainable Brand Advertising—The Green Advertising for Generation Z, a Qualitative LRSB Analyze

Platforms Pub Date : 2024-06-05 DOI:10.3390/platforms2020006
P. Lopes, A. Rosário, Filipe Sales Rosário
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Abstract

Advertising has been one of brands’ main allies in successfully promoting their products and services, creating trends and changing consumer mindsets, which allows them to increase sales and consequently achieve commercial success. The advertising medium has been evolving, increasingly encompassing new technologies as well as expanding its areas of intervention. This research article uses the Systematic Bibliometric Literature Review methodology, and its main objective is to clarify the state of the art regarding advertising and sustainability, since if advertising is one of the main allies for the success of brands, sustainability has become one of its main strategies. The starting question is whether advertising has been used to communicate sustainability. The methodology used in this study is a systematic bibliometric literature review (LRSB) to collect, analyze and synthesize data on advertising and sustainability, and covers a period of publications from the year 2007 to 2024, with the support of visual maps of the research indexed in the Scopus Database, created with VOSViewer. The aim was to give an overview of the studies published in this scientific area. The qualitative results of the analysis suggest that the theme of sustainability has been studied and associated with brands and sectors of activity such as luxury brands. The analysis leads to the suggestion of a reduced connection between sustainability and advertising, with studies on “green advertising” being mentioned, which allows us to affirm that this is an area that requires more in-depth studies, despite the fact that these initial results, on the one hand, help professionals in the field of digital marketing to make decisions, as well as clarifying the topic from a research point of view.
可持续品牌广告--针对 Z 世代的绿色广告,一项定性 LRSB 分析
广告一直是品牌成功推广其产品和服务、创造流行趋势和改变消费者心态的主要盟友之一,这使品牌能够提高销售额,进而取得商业成功。广告媒介一直在不断发展,越来越多地采用新技术并扩大其干预领域。本研究文章采用了系统文献计量学文献综述方法,其主要目的是阐明广告与可持续发展的现状,因为如果说广告是品牌成功的主要盟友之一,那么可持续发展也已成为其主要战略之一。问题的出发点是,广告是否被用于传播可持续性。本研究采用的方法是系统性文献计量学文献综述(LRSB),以收集、分析和综合有关广告与可持续发展的数据,涵盖 2007 年至 2024 年期间的出版物,并借助 VOSViewer 绘制 Scopus 数据库中索引的研究成果可视化地图。其目的是对这一科学领域发表的研究成果进行概述。定性分析结果表明,可持续发展主题已被研究,并与奢侈品牌等品牌和行业活动相关联。尽管这些初步结果一方面有助于数字营销领域的专业人士做出决策,另一方面也从研究的角度澄清了这一主题,但分析结果表明,可持续性与广告之间的联系并不紧密。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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