LEVERAGING SOCIAL MEDIA MARKETING PLATFORMS FOR CORPORATE SUSTAINABILITY: ENHANCING STAKEHOLDER ENGAGEMENT AND HRM STRATEGIES

In today's fast-paced business world, corporate sustainability is no longer optional—it’s a necessity. Companies are under increasing pressure to balance economic success with environmental and social responsibility. Issues like climate change, resource scarcity, and social inequality have made sustainability a key factor in long-term business success and reputation management (Elkington, 1997). At the same time, the digital revolution has transformed how businesses engage with stakeholders. Social media marketing platforms (SMMPs) have redefined corporate communication, branding, and engagement strategies (Kaplan & Haenlein, 2010). When integrated thoughtfully, social media can boost transparency, foster stronger relationships with stakeholders, and help companies align their Human Resource Management (HRM) strategies with sustainability goals