Digital Marketing Strategies for Sustainable Development Issues (An Analytical Study of the United Nations Development Programme’s Facebook Page)

Abstract

This research aims to identify the sustainable development issues that the United Nations Development Programme (UNDP) seeks to promote to the public, and to examine the methods and appeals employed by the program in this promotional process. The researcher utilized a survey methodology—specifically a comprehensive content analysis—covering all materials published on the UNDP Iraq Facebook page between July 1, 2024, and January 31, 2025, The research findings revealed that the United Nations Development Programme (UNDP) adopts a marketing approach for sustainable development issues that integrates text with images and video, ensuring the content is rich in information and fosters audience engagement. The results highlighted the Programme's focus on the social, economic, and environmental dimensions of sustainable development, as well as its commitment to addressing poverty-related challenges. This commitment is demonstrated through efforts to improve living standards and social services by empowering youth, creating job opportunities, diversifying income sources, promoting modern agricultural methods, and supporting farmers, The program attached great importance to educational issues that foster development by developing entrepreneurship curricula, rebuilding schools, upgrading universities, engaging students in competitions, and equipping graduates with skills and experience.