The Social Media Impact on Companies' ESG Image: And how it inspires consumers and their intention to buy

Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics ; The increasing significance of Environmental, Social, and Governance (ESG) practices in businesses strategy has stimulated extensive research on their impact on consumer perceptions and behavior. This thesis explores the position of social media (SM) in creating companies´ ESG image, its subsequent influence on consumer inspiration and purchasing intentions. This study uses quantitative research to analyze data collected from 346 structured questionnaire responses. It evaluates the credibility, informativeness, trustworthiness, and altruistic nature of ESG-related content on SM and how these characteristics affect a company´s ESG and Corporate Social Responsibility brand image. The investigation underscores the critical role of emotional engagement, demonstrating that content that evokes emotional responses translates cognitive understanding into consumer action more effectively. This research extends the theoretical framework of ESG communication, emphasizing the need for organizations to adopt a strategic approach in their social media interactions. Companies should deliver informative content and ensure transparent communication about their social initiatives to enhance their ESG and CSR image and foster consumer commitment. This research expands the body of literature on ESG and SM marketing, offering understanding for businesses aiming to leverage their ESG initiatives to influence consumer behavior positively.