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Communicating Eco-Friendly Products on the Social Network Facebook and Groundswell Management

The paper deals with the marketing communication of eco-friendly products on the social network Facebook. It provides an overview of the specifics of marketing communication of eco-friendly products and also tackles the need to raise awareness of eco-innovation. Based on the literature and analyses review the paper provides an overview of the current state of this issue emphasizing the importance of social networks in promoting and communicating eco-friendly products. The paper focuses on key aspects of marketing communication of eco-innovations and eco-friendly products, as well as the use of social networks in marketing communication. The paper also addresses the phenomenon of the groundswell – a social trend widespread on social media which affects marketing communication. Moreover, the paper presents the views of various authors on this phenomenon and also outlines research on the topic emphasizing its individual aspects, in particular the impact the groundswell has on the eco-friendly products marketing communication and its fundamental attributes.