The truth is out there: Can social media help end greenwashing?

Social media is widely seen as a great opportunity for marketing and brand management, stepping on the heels of the old-fashioned offline methods. Through online word-of-mouth (eWOM), the brand and its image could reach almost anyone... But what often gets overlooked is that just as good news travels fast on social media, so does bad news. It could even be claimed that due to the interconnectedness of people, nothing remains a secret anymore. That includes instances when a company is trying to pull on an environmentally friendly face that it does not really have – also known as greenwashing. This article looks at the possibilities of social media to help bring an end to greenwashing. 

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