دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 5 2 2026 06 22 Social Media Marketing and the Formation of Green Tourist Behavior: The Role of Value Co-creation and Brand-Consumer Engagement in Sustainable Ecotourism بازاریابی رسانه‌های اجتماعی و شکل‌گیری رفتار گردشگران سبز: نقش ارزش‌آفرینی مشترک و تعامل برند-مصرف‌کننده در ترویج اکوتوریسم پایدار 4031 10.22077/jgdms.2025.9085.1287 FA یزدان شیرمحمدی دانشیار دانشگاه پیام نور، گروه مدیریت بازرگانی، تهران، ایران. Journal Article 2025 03 22 Introduction In the contemporary hyper-competitive business landscape, the strategic integration of Social Media Marketing (SMM) has transcended being a mere option to become a foundational determinant of brand resilience and consumer resonance. The proliferation of digital ecosystems—most notably Instagram, Facebook, and Twitter—has fundamentally reconfigured the communication architecture between brands and their constituents, shifting from unidirectional broadcasting to a paradigm of real-time, personalized, and bidirectional engagement (Lin et al., 2019). This digital transformation is particularly evident in the rise of social commerce, where online networking platforms do not merely serve as promotional channels but as transactional and relational hubs that redefine the consumer journey (Lee & Chi, 2019). Within this framework, the efficacy of marketing initiatives is increasingly quantified through the depth of consumer-brand interactions—likes, shares, and commentary—which serve as proxies for brand attachment and electronic word-of-mouth (e-WOM). Unlike traditional interpersonal communication, e-WOM possesses a systemic reach and velocity that can catalyze consumer trust or trigger reputational crises, making it a critical variable in shaping purchasing intentions and long-term brand equity. Concurrently, a profound ideological shift is occurring as global consumers increasingly align their consumption patterns with environmental ethics. In an era overshadowed by climate volatility and resource depletion, “Green Purchase Intention” has emerged as a significant psychological construct, reflecting a deliberate preference for eco-friendly offerings over conventional alternatives. This shift is particularly salient in the tourism sector, where the emergence of the “Green Tourist” has necessitated a strategic pivot toward sustainable ecotourism. Social media serves as a potent pedagogical tool in this context, enabling brands to bridge the information gap between environmental awareness and actionable sustainable behavior. By leveraging co-creation—a process rooted in service-dominant logic—firms can involve tourists in collaborative value generation (Chong et al., 2020). When tourists actively participate in conservation initiatives or contribute feedback on sustainable practices via digital platforms, they evolve from passive consumers into “prosumers” who co-create the environmental value proposition. Thus, consumer-brand engagement in social media is not merely a behavioral outcome but a cognitive and emotional investment that facilitates the transition toward responsible, eco-conscious tourism. Methodology This study adopts an applied, descriptive-correlational research design, utilizing Structural Equation Modeling (SEM) to dissect the causal nexus between SMM, value co-creation, and green tourist behavior. The research methodology synthesizes secondary library research with primary field data collection. A structured instrument, adapted from the validated scales of Chong et al. (2020) and Hofstede (2000), was deployed to ensure construct validity. The questionnaire comprised a demographic profile and 58 research-specific items measured on a 5-point Likert scale. The target population was defined as green tourists who actively engage with ecotourism services via social media platforms. Given the lack of a definitive sampling frame for this globalized population, Cochran’s formula for an infinite population was applied to determine a minimum sample size of 384. To mitigate the risk of non-response bias and ensure statistical power, 403 questionnaires were distributed via a combination of simple random and convenience sampling, resulting in 387 valid responses for final analysis. The reliability of the constructs was rigorously evaluated using Cronbach’s alpha in SPSS 26. A preliminary pilot study (n=30) confirmed that all alpha coefficients exceeded the recommended threshold of 0.7, indicating high internal consistency. For the structural analysis, AMOS 26 was utilized to test the hypothesized paths. This rigorous statistical approach allowed for the validation of complex relationships, specifically how digital brand-consumer interactions and co-creation activities (such as participation in eco-initiatives) function as precursors to sustainable tourist behavior and destination loyalty. Findings The empirical results provide compelling evidence for the efficacy of SMM strategies that prioritize value co-creation and interactive engagement. The findings suggest that for green tourists, the value of an ecotourism brand is not inherently “delivered” but is “negotiated” through collaborative participation. By conceptualizing SMM as a hierarchical, multi-dimensional construct—encompassing sustainability trends, eco-conscious content, and community-driven campaigns—marketers can more precisely allocate resources to capture the “green” market segment. The analysis highlights that content emphasizing trending environmental topics and real-time conservation updates on visual platforms like Instagram significantly amplifies consumer engagement. Furthermore, the data underscores the pivotal role of e-WOM as a trust-building mechanism. In the ecotourism domain, peer-to-peer validation often outweighs corporate messaging. The findings indicate that by monitoring and fostering digital discussions, brands can gain granular insights into traveler preferences while simultaneously allowing satisfied green tourists to serve as brand ambassadors. This organic advocacy reinforces the credibility of sustainable claims, effectively reducing the “greenwashing” skepticism often prevalent among environmentally conscious consumers. Ultimately, the results confirm that a robust SMM framework, centered on co-creation, is a significant predictor of green purchase intention and long-term sustainable advocacy. Discussion and Conclusion The synthesis of the findings suggests that the future of sustainable tourism marketing lies at the intersection of technological capability and environmental stewardship. To optimize engagement, ecotourism brands must move beyond static advertising toward “immersive digital ecology.” Strategies should incorporate interactive modalities such as virtual eco-tours, live webinars with conservationists, and gamified campaigns that reward tourists for sharing their green travel narratives. Such initiatives do more than foster brand intimacy; they generate a continuous feedback loop that enables firms to refine their sustainable offerings based on real-time consumer data. Crucially, this study concludes that while human and relational elements of the green experience are highly responsive to BDA-enhanced social media strategies, the underlying structural commitments of the organization must remain authentic. Continuous monitoring of e-WOM allows brands to identify service gaps and address sustainability concerns before they escalate. For managers, the implication is clear: social media is not just a tool for promotion, but a platform for environmental education and value co-creation. By empowering tourists to participate in the sustainability journey, brands can transcend traditional transactional relationships, fostering a loyal community of eco-conscious advocates. Future research should further explore the longitudinal effects of these digital interactions on actual (rather than intended) green behavior across diverse cultural and geographic landscapes. با وجود گسترش مفاهیم مرتبط با ارزش‌آفرینی مشترک و تعامل برند–مصرف‌کننده در سال‌های اخیر، همچنان پژوهش‌های اندکی به تبیین نقش بازاریابی رسانه‌های اجتماعی در شکل‌گیری رفتار گردشگران سبز، به‌ویژه در زمینه تقویت قصد سفر سبز و رفتار جستجوگرایانه پایدار، پرداخته‌اند. در این پژوهش، تلاش شده است تا بازاریابی رسانه‌های اجتماعی به‌عنوان یک سازه چندبعدی شامل مؤلفه‌هایی نظیر سرگرمی، سفارشی‌سازی محتوا، تعامل دوسویه، تبلیغات دهان‌به‌دهان الکترونیک و گرایش به مد، به‌صورت مفهومی بررسی شود و تأثیر آن بر سایر متغیرهای کلیدی نظیر ارزش‌آفرینی مشترک، تعامل با برند، قصد سفر سبز و استمرار رفتار جستجوگرایانه مورد تحلیل قرار گیرد. مطالعه حاضر از حیث هدف، کاربردی و از لحاظ روش‌شناسی در زمره تحقیقات توصیفی–پیمایشی با رویکرد همبستگی قرار دارد. جامعه آماری تحقیق را گردشگرانی تشکیل می‌دهند که از طریق شبکه‌های اجتماعی و بسترهای آنلاین به جستجوی مقاصد اکوتوریستی می‌پردازند. داده‌ها از طریق پرسشنامه‌ای اقتباسی و معتبر، بین ۳۸۴ نفر گردآوری شده و با بهره‌گیری از روش مدل‌سازی معادلات ساختاری و نرم‌افزارهای آماری SPSS و SmartPLS مورد تجزیه‌وتحلیل قرار گرفته‌اند. نتایج حاصل از تحلیل داده‌ها نشان داد که بهره‌گیری صحیح از استراتژی‌های بازاریابی رسانه‌های اجتماعی می‌تواند نقش مؤثری در ارتقاء سطح تعامل مصرف‌کنندگان با برند، افزایش ارزش‌آفرینی مشترک، و در نهایت، تقویت قصد سفر سبز و رفتارهای پایدار جستجوگرایانه ایفا کند. همچنین، ارتباط میان تعامل برند–مصرف‌کننده و قصد سفر سبز، در برخی موارد، بسته به ویژگی‌های فردی و اجتماعی گردشگران، با تفاوت‌های معناداری همراه بوده است. افزون بر این، یافته‌ها حاکی از آن است که مفهوم ارزش‌آفرینی مشترک نه‌تنها عاملی اثرگذار بر تعامل برند–مصرف‌کننده است، بلکه در قالب سازه‌ای میانجی، نقش مهمی در جهت‌دهی به رفتار گردشگران ایفا می‌کند؛ به‌گونه‌ای که می‌تواند زمینه‌ساز انتخاب آگاهانه‌تر مقاصد سبز و تعامل پایدارتر با برندهای اکوتوریستی شود. در مجموع، این مطالعه با ارائه بینش‌های کاربردی برای سیاست‌گذاران، بازاریابان و فعالان حوزه اکوتوریسم، مسیر روشنی برای طراحی و اجرای مؤثرتر راهبردهای بازاریابی دیجیتال در راستای توسعه گردشگری پایدار فراهم کرده است.