Social Media Strategies for Sustainability and ORM: Insights from the Czech Automotive Sector

This study examines the strategies used by leading automotive companies in the Czech Republic – Škoda, Hyundai, Audi, Kia, and BMW to integrate sustainability and green promotion into their online reputation management (ORM). By analyzing social media content from August to October 2023, this research evaluates the proportion of sustainability focused posts, their engagement metrics and alignment with corporate sustainability goals. The study utilizes a mixed-methods approach, including content analysis and quantitative evaluation. Findings indicate Hyundai and BMW as leaders in green promotion, leveraging interactive and visually compelling strategies to enhance engagement and ORM. Conversely, Audi and Kia demonstrate limited engagement with sustainability themes. These findings provide practical insights for leveraging sustainability to improve online reputation, while highlighting the importance of platform specific strategies, particularly on Instagram. Future research could explore broader temporal and geographical contexts to further validate these findings.