ENGAGE, SPREAD, REUSE: HARNESSING SOCIAL MEDIA FOR ADVOCATING SUSTAINABLE PRACTICES

The dynamic landscape of economic growth, driven by technological advancements, has ushered in a paradigm shift in production and consumption patterns. This transformation has given rise to a ubiquitous internet presence, enabling consumers to transition from passive receivers to active generators of information, largely through the emergence of social media platforms. This evolution has been documented extensively (Schlosser, 2005; Shang et al., 2006; Shao, 2009) and is rooted in the profound changes in the way individuals engage with technology and communicate. Social media, encompassing a diverse array of electronic communication channels such as social networking websites and micro-blogging platforms, serves as the primary conduit through which users establish and nurture online communities. These virtual spaces facilitate the exchange of information, ideas, personal messages, and a plethora of content (Krishnamurthy and Dou, 2008). The impact of social media has been particularly pronounced, with a monumental surge in its adoption observed in both developed and developing nations in recent years. This dramatic proliferation of social networking can be attributed to a confluence of factors. The changing lifestyle preferences of individuals, coupled with the advent of online education, have engendered a tech-savvy generation that is deeply immersed in the digital realm. Consequently, this paper explores the multifaceted influence of social media on society, economy, and technology, shedding light on its far-reaching implications.