The Impact of Social Media Activities on Marine and Coastal Litter in Cyprus

Abstract

This study explores the role of social media in raising awareness, fostering community engagement, and supporting efforts to reduce marine and coastal litter in Cyprus. Focusing on campaigns led by community-based organizations such as Yesil Baris Hareketi, Teneke Cocuk, and the Spot Turtle Project, the research highlights how digital platforms can mobilize public opinion and influence pro-environmental behaviors. Artificial intelligence (AI) algorithms particularly natural language processing (NLP) techniques were employed to analyze large volumes of social media data, enabling the detection of engagement patterns, sentiment dynamics, and thematic trends within environmental campaigns. A mixed-methods approach was adopted, combining social media content analysis, engagement metrics, and stakeholder interviews to provide a comprehensive view of the digital advocacy landscape. Findings suggest that social media plays a critical role in shaping public perceptions of marine litter; however, sustaining long-term behavioral change remains a significant challenge. The study offers practical recommendations for enhancing digital strategies, strengthening stakeholder collaboration, and integrating social media efforts with policy development and environmental education.

1. Introduction

The prevalence of marine and coastal litter is one of the most pressing environmental challenges of our time, with far-reaching implications for ecosystems, economies, and human well-being. This issue is particularly acute in the Mediterranean region, including Cyprus, where vibrant coastal economies and high levels of tourism contribute to the accumulation of waste in marine environments. Plastic debris, the most persistent and harmful component of marine litter, has long been recognized as one of the most pervasive pollutants in the ocean, posing serious threats to marine biodiversity, coastal ecosystems, and the livelihoods of communities dependent on marine resources [1,2,3]. Globally, marine litter has been linked to widespread habitat degradation, entanglement, and ingestion risks for marine species, and the introduction of toxic pollutants into aquatic food webs [4].

Recent studies have shown that marine litter now affects even the deepest areas of the Mediterranean, such as the Calypso Deep, indicating that plastic waste has permeated all layers of the marine ecosystem [5]. In addition to its ecological impacts, marine litter imposes significant economic costs on tourism and fisheries [6]. The issue is further complicated by its transboundary nature, as ocean currents transport debris across regions, challenging both local and international governance. In Cyprus, this problem is exacerbated by gaps in waste management infrastructure and limited enforcement of environmental regulations [7].

Amid these challenges, digital technologies have begun to play a transformative role in environmental communication and activism. Social media platforms such as Instagram, Facebook, and Twitter provide accessible tools for rapid, large-scale dissemination of environmental messages, enabling engagement with diverse audiences and fostering grassroots action [8]. Visual storytelling, real-time interaction, and the strategic use of hashtags and challenges have proven particularly effective in raising awareness and prompting behavioral change. For example, community-based organizations in Cyprus such as Yesil Baris Hareketi, Teneke Cocuk, and the Spot Turtle Projet have leveraged social media to share data, document polluted sites, organize clean-up events, and advocate for sustainable practices.

A growing body of research supports the link between social media exposure and increased environmental awareness. A recent study found that individuals exposed to environmental content on digital platforms were significantly more likely to participate in pro-environmental behaviors [9]. Furthermore, emerging technologies such as artificial intelligence (AI) are enhancing the reach and precision of social media-based environmental campaigns. AI-powered tools enable the automated analysis of vast volumes of user-generated content, allowing for the identification of sentiment trends, thematic patterns, and behavior indicators [10,11]. For instance, sentiment analysis can assess public responses to environmental messages, while machine learning models can optimize the timing and targeting of content delivery.

Beyond analytics, AI technologies are increasingly used in field applications. Image recognition systems have been deployed to detect and quantify plastic waste in marine environments using drone or satellite imagery [12]. These data-driven approaches not only improve the efficiency of clean-up operations but also support evidence-based environmental planning. By combining digital outreach with advanced AI tools, social media has the potential to serve as a powerful platform for both mobilizing public engagement and informing policy responses to marine pollution.

This study explores the role of social media in addressing marine and coastal litter in Cyprus, focusing on its effectiveness in raising public awareness, fostering community engagement, and influencing policy discussions. By employing a mixed-methods approach, this research aims to provide a comprehensive understanding of how digital platforms, augmented by AI technologies, can serve as catalysts for environmental advocacy in a small island context.

1.1. Scope and Objectives of the Study

This study aims to explore the intersection of social media and environmental advocacy in the context of marine and coastal litter in Cyprus. The research pursues three core objectives:

• To assess the effectiveness of social media campaigns in raising public awareness about marine litter in Cyprus.
• To evaluate the role of community-based organizations in utilizing social media to engage the public and foster behavioral change.
• To identify the challenges and limitations of using social media as a tool for environmental advocacy, with a particular focus on achieving sustained, long-term impact.

By analyzing the strategies, practices, and outcomes of social media–driven environmental campaigns, this study contributes to the broader discourse on digital advocacy for environmental sustainability. It also aims to provide actionable recommendations for optimizing the use of social media in combating marine and coastal litter both within the Cypriot context and in other regions facing comparable environmental challenges.

1.2. Importance of the Study

The findings of this study carry important implications for various stakeholders, including policymakers, environmental organizations, and the general public. Understanding the potential and limitations of social media as a tool for advocacy is essential for designing effective campaigns that foster both immediate engagement and long-term environmental change.

Moreover, the research emphasizes the value of integrating digital advocacy with offline initiatives, promoting a comprehensive approach to addressing marine litter one that unites community mobilization, environmental education, and policy development. As Cyprus confronts ongoing environmental challenges, the strategic use of social media offers a powerful avenue for amplifying conservation efforts, engaging diverse stakeholders, and shaping a more sustainable future for its marine and coastal ecosystems.

Integrating artificial intelligence (AI) into social media strategies can further enhance the reach and impact of environmental advocacy. AI-powered tools are capable of analyzing vast amounts of data to identify trends and optimize content delivery [10,11]. For example, machine learning algorithms can personalize messaging to target specific demographics, increasing the relevance and effectiveness of digital campaigns [13]. Additionally, AI-driven sentiment analysis can provide valuable insights into public opinion, enabling organizations to adapt their messaging based on emotional tone and audience feedback [14]. By leveraging AI capabilities, environmental organizations can enhance their digital outreach, cultivate more informed communities, and promote deeper public engagement with environmental issues [12].

1.3. Literature Review

Marine Litter and Its Impacts Marine litter: particularly plastics, represents a persistent and pervasive threat to global marine ecosystems. It accounts for a significant portion of oceanic pollution, with estimates suggesting that plastics constitute over 70% of marine debris worldwide [3]. Studies across the Mediterranean, including Cyprus, indicate that marine litter not only harms biodiversity but also disrupts essential ecosystem functions such as nutrient cycling and habitat stability [15]. The ecological impacts of marine litter are multifaceted. Species such as sea turtles, marine birds, and fish are highly vulnerable, often mistaking plastics for food, leading to ingestion and potential starvation [4]. Entanglement in discarded fishing gear—classified as Abandoned, Lost, or otherwise Discarded Fishing Gear (ALDFG)—is another significant concern, causing injury or death to marine organisms [2].

Beyond ecological harm, marine litter may pose economic risks for coastal communities: In tourism-dependent regions like Cyprus, seasonal increases in beach litter could potentially affect visitor perceptions and local revenue [16]. Additionally, marine litter significantly disrupts the fishing industry through reduced catch efficiency, gear damage, and declining fish stock quality [6]. Furthermore, recent studies have documented the presence of marine litter even in the deepest parts of the Mediterranean Sea, such as the Calypso Deep, indicating the extensive reach and persistence of this issue [5]. Marine litter also has transboundary implications, exacerbated by ocean currents that transport debris across borders, complicating both local and regional management efforts. This underscores the need for integrated strategies that address the root causes of littering, from unsustainable production and consumption patterns to inadequate waste management systems [17].

Social Media as a Tool for Environmental Advocacy: The digital age has revolutionized how environmental challenges are communicated. Social media platforms like Instagram, Facebook, and Twitter have emerged as powerful tools for awareness and advocacy, offering immediacy, interactivity, and accessibility to a broad audience [8]. These platforms enable grassroots organizations and activists to disseminate information rapidly, engage diverse audiences, and foster a sense of community around environmental causes. Research has shown that visual and narrative-driven content, such as images of polluted beaches or videos highlighting the consequences of marine litter on wildlife, elicits strong emotional responses, thereby encouraging public participation [18]. Campaigns employing hashtags and viral challenges have demonstrated the potential of social media to amplify local environmental issues on global platforms.

A growing body of research suggests that exposure to environmental content on social media significantly increases individuals’ environmental awareness and their likelihood to engage in pro-environmental behavior [9]. In Cyprus, community-based organizations such as Yesil Baris Hareketi, Teneke Cocuk, and the Spot Turtle Project have utilized platforms like Instagram and Facebook to raise awareness, organize clean-ups, and promote sustainable practices. These efforts underscore the capacity of social media to influence public opinion, encourage behavioral change, and support policy advocacy.

AI-Driven Algorithms in Social Media Platforms and Their Role in Environmental Advocacy: Artificial intelligence (AI) algorithms have become integral to social media platforms, significantly influencing the dissemination and reception of environmental advocacy messages. These algorithms curate content based on user behavior, preferences, and engagement patterns, thereby shaping public discourse on environmental issues. One of the primary advantages of AI-driven algorithms is their ability to personalize content delivery, enhancing user engagement with environmental topics. For instance, AI can analyze vast datasets to identify users interested in sustainability, allowing for targeted dissemination of climate change information [19]. Such approaches can improve the effectiveness of environmental campaigns by reaching the most responsive audiences.

AI algorithms also facilitate the rapid spread of environmental information by detecting trending topics and optimizing content reach, thereby prompting collective action [20]. Additionally, AI tools such as sentiment analysis and topic modeling allow organizations to monitor public opinion, assess emotional tone, and refine messaging strategies accordingly [10,11,14]. Advanced image recognition systems are also being used to detect and quantify plastic waste in marine environments, enabling data-driven clean-up operations [12].

Despite these advantages, AI-driven social media systems also pose challenges. The same algorithms that amplify useful content can propagate misinformation, including AI-generated deepfakes and climate denial narratives, which can distort public understanding and undermine advocacy efforts [21]. Moreover, algorithmic filtering may reinforce echo chambers by presenting users with information that confirms their existing beliefs, thereby limiting exposure to diverse perspectives [22]. To mitigate these risks, scholars emphasize the importance of transparent, ethically guided AI systems and the inclusion of human oversight in algorithmic content curation [23].

Case Studies in Community Action and Social Media Engagement: Cyprus provides a compelling context for examining the role of social media in addressing marine litter. Community organizations such as Yesil Baris Hareketi, Teneke Cocuk, and the Spot Turtle Project have effectively used social media to raise awareness, coordinate local clean-up activities, and disseminate educational content. Yesil Baris Hareketi, for example, regularly shares images of littered coastlines to elicit public concern, while Teneke Cocuk employs youth-oriented narratives to engage younger audiences. The Spot Turtle Project combines scientific data with emotive storytelling to highlight the threat of marine litter to local sea turtle populations. These examples illustrate how local activism, when amplified through digital platforms, can drive meaningful environmental action.

Limitations of Social Media in Environmental Advocacy: Despite its strengths, social media is not without limitations. One challenge is the phenomenon of “clicktivism”, where online engagement does not always translate into offline action [3]. Another issue is the proliferation of misinformation, which can dilute the credibility of legitimate advocacy campaigns [23]. Social media trends are also often short-lived, making it difficult to maintain long-term engagement on issues like marine litter. Although AI tools offer the potential for combating misinformation, their application remains limited in grassroots contexts. Furthermore, AI-driven content curation may exacerbate ideological segmentation, reinforcing biases rather than promoting informed discussion [22]. These challenges highlight the importance of designing transparent AI systems and integrating digital strategies with offline initiatives for sustainable impact.

Integrating Digital and Offline Strategies: The effectiveness of social media campaigns can be enhanced when combined with offline strategies such as educational initiatives, community mobilization, and policy advocacy. In Cyprus, collaborations between community organizations, schools, and local governments have demonstrated success in sustaining public engagement. For example, integrating social media outreach with school-based environmental education has helped cultivate eco-conscious behaviors in younger generations, creating ripple effects within families and communities [9]. Hybrid approaches that merge online visibility with tangible local action offer a promising pathway for long-term change in addressing marine litter.

2. Materials and Methods

2.1. Research Design

This study employs a mixed-methods approach, combining qualitative and quantitative data to analyze the impact of social media activities on marine and coastal litter awareness in Cyprus. Data collection methods include content analysis of social media posts from key community groups, interviews with stakeholders, and analysis of social media engagement metrics (likes, comments, shares).

2.2. Data Collection

Cyprus is the third biggest island on the Mediterranean Sea. This island is divided into two parts because of some political issues, and two communities live separately on the island. The areas where this study was conducted are shown on the map (Figure 1).

2.3. Content Analysis

The study examined social media posts published over a 12-month period by Yesil Baris Hareketi, Teneke Cocuk, and the Spot Turtle Project. Posts were categorized by content type—informational, event promotion, and advocacy—and analyzed for engagement levels to determine their relative effectiveness in reaching and mobilizing audiences.

2.4. Interviews

Semi-structured interviews were conducted with representatives of the three community organizations, as well as with local environmental officials. These interviews provided qualitative insights into the strategies, successes, and challenges associated with using social media for environmental advocacy.

2.5. Engagement Metrics

Quantitative data were collected on user interactions, including likes, shares, and comments, to assess the reach and engagement levels of each post type. This data offered a measurable indicator of public responsiveness to different forms of content.

2.6. Data Analysis

The content analysis was coded thematically to identify key patterns related to public awareness, the effectiveness of calls to action, and community feedback. Interview transcripts were analyzed using thematic analysis to extract recurring themes and strategic insights.

In parallel, engagement metrics were processed through statistical analysis to identify trends and correlations between post categories and user interaction levels. To enhance this process, a machine-readable dataset was developed and analyzed using AI-assisted visualization and modeling tools. This enabled the construction of an AI-generated table identifying the content types most likely to generate high engagement.

Furthermore, sentiment analysis was applied to individual social media posts using AI algorithms. This allowed for an automated assessment of public emotional responses (positive, neutral, or negative) to marine litter-related content, offering a scalable and objective approach to evaluating the emotional impact of digital advocacy efforts.

3. Results

The analysis of social media posts from Yesil Baris Hareketi, Teneke Cocuk, and the Spot Turtle Project revealed distinct engagement patterns and content effectiveness. Posts that featured compelling visuals—particularly images of heavily polluted beaches and marine animals affected by litter—consistently achieved the highest levels of user interaction. These posts outperformed others in terms of likes, shares, and comments, highlighting the emotional power of visual storytelling in digital environmental advocacy [18].

Educational content also demonstrated solid engagement, especially when posts explained the ecological importance of clean marine environments or provided practical tips for reducing plastic waste. These posts contributed to awareness-building, though their engagement levels were generally lower than visually striking content.

Posts with explicit policy advocacy or criticism of governmental shortcomings showed mixed results. While some users supported these messages enthusiastically, others reacted with skepticism or avoided engagement entirely. This divergence suggests a polarization in public attitudes toward environmental governance in Cyprus, with political content triggering more varied responses than neutral awareness materials.

Event-focused posts—such as calls to participate in coastal clean-up campaigns—elicited strong short-term engagement. These posts often coincided with spikes in user activity and increased participation in offline actions. However, the data also indicated a decline in engagement shortly after events concluded, underscoring the challenge of sustaining public involvement beyond immediate, action-based campaigns.

3.1. Interviews with Community Action Groups

Semi-structured interviews with representatives from Yesil Baris Hareketi, Teneke Cocuk, and the Spot Turtle Project provided valuable qualitative insights into the strategic use of social media for environmental advocacy in Cyprus. Participants emphasized that social media is not merely a communication tool but a crucial platform for mobilizing public sentiment and catalyzing community action, particularly among younger demographics.

A common observation among the interviewees was the exceptional performance of content that combined strong emotional appeal with actionable messaging. Posts that visually depicted the negative effects of marine litter on marine life, when paired with simple behavioral suggestions (e.g., reducing plastic use, participating in clean-ups), generated significantly higher engagement and motivated users to take tangible steps. This finding is consistent with broader literature emphasizing the emotional resonance of visual narratives in environmental communication [24].

Another dominant theme was the deliberate targeting of youth audiences. Respondents noted that younger users were not only more active on platforms like Instagram and TikTok but also more responsive to creative digital formats. Initiatives such as short-form video challenges, interactive quizzes, and youth-led design competitions were reported to significantly enhance campaign visibility and participation rates, aligning with findings by [25] regarding the power of youth-driven digital activism.

Nonetheless, the interviews revealed notable barriers. Misinformation was repeatedly cited as a significant challenge particularly regarding the origins of marine litter, the effectiveness of clean-up operations, and the role of institutions. Respondents expressed concern that false or misleading content could undermine campaign credibility and discourage public engagement. Additionally, the fast-paced and attention-fragmented nature of social media made it difficult to maintain long-term commitment among followers, especially after campaign peaks. To address these issues, participants stressed the importance of consistent messaging, fact-checking, and collaboration with credible institutions to enhance trust and continuity in environmental advocacy, reflecting recommendations in [26].

Overall, the interviews underscore the importance of adopting adaptive digital strategies that combine emotionally resonant storytelling, targeted youth engagement, and fact-based communication, supported by sustained offline community outreach. Rather than relying solely on viral moments, environmental campaigns must nurture long-term relationships with audiences to foster deeper behavioral change and broader societal impact.

3.2. Sentiment Analysis Findings

Sentiment analysis was performed on a curated set of social media posts from the official accounts of Yesil Baris Hareketi, Teneke Cocuk, and the Spot Turtle Project, focusing on their marine litter advocacy efforts. Using AI-powered natural language processing (NLP) tools, each post was evaluated to determine its emotional tone—categorized as positive, neutral, negative, or inconclusive—based on user reactions, comment content, and caption language.

The analysis revealed a dominant trend of negative sentiment, particularly in posts containing graphic imagery of marine animals affected by plastic debris. Descriptors like “devastating”, “sad”, and “horrible” were frequently used, reflecting strong emotional responses to environmental degradation. This confirms prior findings that visual cues are especially effective in stimulating emotional engagement in environmental communication [18,24].

Conversely, posts that highlighted successful community clean-ups or youth-led initiatives generated a significant proportion of positive sentiment. These posts elicited expressions of encouragement such as “amazing work”, “hopeful”, and “inspiring”. This suggests that showcasing tangible progress and youth creativity can evoke optimism and increase community morale [25].

Approximately 28% of posts were associated with neutral sentiment, often featuring factual, educational content or acknowledgments (e.g., “thanks for the info”, “good to know”). While not emotionally charged, these posts still contributed to public learning and awareness.

Importantly, policy-focused posts—particularly those criticizing waste management systems or local governance—tended to generate inconclusive or polarized sentiment. Comments ranged from support and agreement to distrust or resignation, indicating mixed public attitudes towards institutional responsibility. Similar polarization effects in advocacy communications have been noted in recent research [26].

To provide a comprehensive view,

Table 1. Summary of Post Types, Associated Sentiments, and Common Keywords Identified in Sentiment Analysis.

Post Type	Content Example	Sentiment	Keywords	Engagement	Intensity
Visual pollution	Sea turtle entangled in plastic	Negative	“devastating”, “sad”, “horrible”	High	5
Informational	Carousel about microplastics	Neutral	“interesting”, “informative”	Medium	2
Clean-up event	Group photo + clean-up stats	Positive	“hopeful”, “great work”	High	4
Policy criticism	Caption on failed recycling laws	Inconclusive	“corrupt”, “finally”, “hopeless”	Low	3
Youth initiative	Teen-led animated video	Positive	“cute”, “important”, “respect”	Medium	3

summarizes post types, dominant sentiment, commonly used keywords, engagement levels, and emotional intensity (rated on a scale from 1 to 5). These findings suggest that emotionally evocative, community-centered, and visually engaging posts are most effective in eliciting strong public responses. Moreover, sentiment strength correlates with engagement levels, indicating that emotional intensity can be a predictor of interaction metrics. As supported by [27], leveraging AI to detect these patterns can inform future content strategies.

3.3. Engagement Metrics Analysis

Quantitative analysis of social media engagement data revealed several key patterns in user interaction with different types of content.

3.4. Visual Content Dominance

Posts featuring compelling visuals—such as close-up images of marine animals impacted by plastic waste or dramatic before-and-after photographs of cleaned coastal areas—consistently attracted the highest engagement. These posts generated significantly more likes, shares, and comments than text-heavy or informational content, in some cases exceeding interaction rates by more than 200%. These trends are quantitatively illustrated in

Table 2. Average engagement metrics for each post type, including likes, shares, comments, and total engagement scores used to evaluate public interaction.

Post Type	Avg. Likes	Avg. Shares	Avg. Comments	Engagement Score *
Visual pollution	870	120	95	1085
Event invitation	640	210	60	910
Informational	420	80	50	550
Policy critique	500	60	110	670
Youth-led content	750	140	90	980

The engagement score * is calculated as the total sum of the three individual metrics: average likes, shares, and comments.

, which presents average engagement metrics for each post type, including likes, shares, comments, and a combined engagement score. This finding reinforces the effectiveness of visual storytelling in digital environmental communication.

3.5. Action-Oriented Posts

Content including explicit calls to action—such as invitations to participate in clean-up events, links to petitions, or volunteer recruitment messages—demonstrated high immediate engagement. These posts were frequently shared and often led to measurable increases in sign-ups and offline participation. However, the data also showed a sharp decline in engagement after the initial surge, suggesting that action-driven content requires periodic reinforcement to maintain momentum.

3.6. Polarized Responses to Advocacy

Posts addressing policy reform or governmental accountability elicited more polarized responses. While they succeeded in prompting user discussion and drawing attention to structural issues, they also attracted criticism—especially when perceived as lacking constructive alternatives. These posts often received a mix of supportive and negative feedback, highlighting the challenge of balancing advocacy with diplomacy in digital communication.

3.7. Comparative Analysis of Campaign Effectiveness

The effectiveness of social media campaigns varied across different platforms and strategies:

Instagram: Highly visual and interactive, Instagram proved the most effective platform for raising awareness, particularly among younger users. Features like Stories and Reels allowed for dynamic and engaging content delivery, boosting campaign visibility.

Facebook: While still valuable for reaching broader demographics, Facebook engagement tended to be less consistent. Informational posts on this platform performed well among older audiences, but the interactive features were underutilized compared to Instagram.

Twitter: Though less impactful in driving large-scale engagement, Twitter excelled in facilitating discussions among policymakers, academics, and community leaders. This platform served as a valuable tool for advocacy and collaboration.

Instagram:

• Primary Audience: Youth (18–34)
• Content Strength: Visual media (Stories, Reels)
• Engagement Type: High visual interaction
• Effectiveness Summary: Most effective for awareness and reach

Facebook:

• Primary Audience: Middle-aged and older users
• Content Strength: Informational posts
• Engagement Type: Moderate interaction, less dynamic
• Effectiveness Summary: Useful for broader reach, but engagement is inconsistent

Twitter (X):

• Primary Audience: Policymakers, academics, and professionals
• Content Strength: Text-based discussions and hashtags
• Engagement Type: Discourse-driven, low public interaction
• Effectiveness Summary: Best for advocacy and institutional dialogue

3.8. Long-Term Impacts of Social Media Campaigns

One of the study’s core findings was the inherent difficulty in achieving sustained behavioral change through social media campaigns alone. While many initiatives succeeded in raising awareness and prompting short-term actions—such as clean-up participation or content sharing—maintaining long-term engagement proved to be significantly more challenging.

Insights from interviews with community group representatives reinforced this trend, emphasizing the importance of hybrid strategies that integrate online advocacy with offline activities. These include educational workshops, school-based programs, and regular community events, all of which contribute to more durable behavioral transformation by reinforcing environmental values through repeated exposure and direct involvement.

Moreover, the study uncovered a growing sense of digital fatigue among some segments of the audience. Participants voiced concerns about the effectiveness and transparency of social media activism, expressing skepticism over whether digital engagement leads to tangible environmental outcomes. This finding underlines the need for campaign organizers to communicate results more clearly—through progress reports, success stories, or visual impact summaries—to sustain public trust and interest over time.

3.9. From Clicks to Action: Evaluating Clean-Up Events Through Social Media and Participation Data

To further explore the relationship between online engagement and real-world environmental action, this study analyzed 16 clean-up events organized by Yesil Baris Hareketi, Spot Turtle Project, and Teneke Cocuk between January 2024 and April 2025. Each event was examined in terms of its social media performance measured by likes, comments, and shares and its corresponding in-person participation and waste collection outcomes. As shown in

Table 3. Comparison of social media engagement, in-person participation, and waste collected across 16 clean-up events organized by Yesil Baris Hareketi, Spot Turtle Project, and Teneke Cocuk from January 2024 to April 2025.

Date	Event Name	Platform	Likes	Comments	Shares	In-Person Participants	Waste Collected (kg)
15 January 2024	Teneke Cocuk Clean-up Event #1	Instagram	95	45	19	164	263
14 February 2024	Spot Turtle Project Clean-up Event #2	Facebook	88	25	17	151	346
26 February 2024	Spot Turtle Project Clean-up Event #3	Facebook	101	27	5	154	229
14 February 2024	Yesil Baris Hareketi Clean-up Event #4	Facebook	127	16	18	174	195
11 March 2024	Yesil Baris Hareketi Clean-up Event #5	Facebook	111	32	9	189	227
19 May 2024	Yesil Baris Hareketi Clean-up Event #6	Instagram	143	22	11	183	350
30 July 2024	Yesil Baris Hareketi Clean-up Event #7	Instagram	77	36	5	157	291
2 September 2024	Spot Turtle Project Clean-up Event #8	Instagram	103	10	17	180	414
5 October 2024	Spot Turtle Project Clean-up Event #9	Instagram	81	21	15	166	213
25 June 2024	Spot Turtle Project Clean-up Event #10	Instagram	85	13	17	121	417
2 August 2024	Spot Turtle Project Clean-up Event #11	Instagram	77	21	7	137	317
26 May 2024	Teneke Cocuk Clean-up Event #12	Facebook	102	22	18	170	220
9 January 2025	Teneke Cocuk Clean-up Event #13	Instagram	136	43	11	196	320
19 March 2025	Teneke Cocuk Clean-up Event #14	Facebook	105	50	5	173	415
4 November 2024	Yesil Baris Hareketi Clean-up Event #15	Facebook	89	31	17	181	407
6 September 2024	Teneke Cocuk Clean-up Event #16	Instagram	133	38	19	231	237

and visually summarized in Figure 2, physical turnout consistently exceeded total online interactions across all events, emphasizing the significance of sustained community involvement beyond digital platforms. Additionally, the recorded amounts of waste collected illustrate tangible environmental impact, underscoring how even modest digital engagement can contribute to meaningful offline action when effectively coordinated and followed up.

4. Discussion

The Role of Social Media in Shaping Public Awareness The findings of this study highlight the transformative role of social media in raising public awareness about marine and coastal litter in Cyprus. Platforms like Instagram and Facebook have proven effective in conveying complex environmental issues through relatable and visually engaging content. By showcasing the immediate impacts of marine litter, such as polluted beaches and injured wildlife, social media campaigns tap into the emotional resonance needed to spur public concern and action [18]. The immediacy and interactive nature of social media allow for real-time feedback and community engagement, creating virtual spaces for collective action. Features such as hashtags, Stories, and Reels on platforms like Instagram amplify campaign messages, enabling local issues to gain global attention. For instance, community groups such as Yesil Baris Hareketi successfully leveraged social media to mobilize public opinion and participation in beach clean-up initiatives.

However, the study also reveals the limitations of social media in achieving sustained behavioral change. While platforms excel in raising awareness and prompting immediate action, their transient nature and fast-paced content cycles make it challenging to maintain long-term engagement. This underscores the need for a more holistic approach that integrates online advocacy with continuous offline efforts. Recent findings by [24] similarly emphasize that visual-framed messaging enhances emotional engagement, but long-term behavior change requires follow-up interventions.

Challenges in Achieving Long-Term Behavioral Change One of the critical findings is the difficulty in translating social media-driven awareness into lasting behavioral change. Despite the initial enthusiasm generated by visually compelling and action-oriented posts, engagement often declines after the conclusion of campaigns or events. This phenomenon, often referred to as “clicktivism”, reflects a superficial level of involvement where users feel their online interactions are sufficient contributions to a cause [3]. Interviews with community action groups emphasized that consistent engagement requires not only digital strategies but also a strong presence in local communities. For example, while posts promoting beach clean-ups garnered significant online interest, consistent offline participation remained a challenge. Additionally, the perception of marine litter as a distant or abstract issue further limits the impact of social media campaigns in fostering long-term changes in individual behavior.

This aligns with [28], who noted that social media campaigns often experience a decline in engagement unless supplemented by offline community involvement. [25] support this view, arguing that educational and community co-creation efforts are essential for sustainable behavioral change.

Addressing Misinformation and Polarization: The open and unregulated nature of social media platforms presents challenges in managing misinformation. Misleading narratives about the sources and solutions of marine litter can undermine the credibility of environmental campaigns and create public confusion. This study found that advocacy posts addressing policy or governance issues often triggered polarized responses, reflecting broader societal divides on environmental responsibilities and governance. To combat these challenges, community groups must prioritize transparent and science-based communication. Collaborating with experts and ensuring the accuracy of shared information can help build trust among audiences. Additionally, adopting a balanced tone in advocacy messages may reduce polarization and foster constructive dialogue.

From a technological perspective, AI-powered tools played a significant role in this study. Sentiment analysis and topic modeling enabled scalable and efficient assessments of public reactions to campaign content. This supports findings by [26], who argue that AI-enhanced digital advocacy can refine message targeting and improve outreach effectiveness. However, they also stress the importance of algorithmic transparency and ethical AI application in public discourse.

Integrating Digital Advocacy with Offline Strategies The study underscores the importance of integrating social media campaigns with sustained offline efforts. While social media is effective in initiating awareness and mobilizing immediate action, long-term success requires complementary strategies, such as educational programs, policy advocacy, and hands-on community initiatives. For example, partnerships with schools to incorporate environmental education into curricula can help instill sustainable practices in younger generations. Similarly, collaboration with local authorities to improve waste management infrastructure can address systemic issues contributing to marine litter. These efforts, combined with social media-driven awareness, create a multifaceted approach to tackling environmental challenges.

The Importance of Collaboration and Partnerships One of the most significant findings of this study is the role of collaboration in enhancing the impact of social media campaigns. Partnerships between community groups, local authorities, educational institutions, and businesses amplify the reach and effectiveness of advocacy efforts. For instance, engaging local businesses in promoting sustainable practices or sponsoring community clean-up events can extend the impact of campaigns and foster a sense of collective responsibility. The involvement of educational institutions also plays a crucial role in shaping the next generation of environmentally conscious citizens. School-led initiatives shared on social media not only raise awareness but also inspire broader community participation. Such collaborations highlight the potential of integrating digital platforms with real-world actions to create a cohesive and impactful strategy.

Implications for Future Research and Practice The findings of this study provide valuable insights for future research and practice in environmental advocacy. Future studies should explore the long-term effects of social media campaigns on behavioral change, tracking participants over time to assess the sustainability of their actions. Additionally, investigating the effectiveness of emerging platforms like TikTok, which cater to younger audiences, could uncover new opportunities for engagement. Another critical area for future research is the role of storytelling in digital advocacy. Understanding how narrative structures influence audience perception and action can help community groups craft more impactful messages. Finally, studies examining the integration of social media efforts with broader policy initiatives could provide a framework for aligning grassroots advocacy with systemic change.

Additionally, the consistent gap observed between digital interaction and physical turnout as shown in Table 3 suggests that traditional mobilization methods remain powerful. In-person attendance at clean-up events often exceeded online engagement metrics, implying that community-rooted action and personal networks still play a vital role in fostering participation [29]. This highlights the importance of designing campaigns that combine digital tools with direct community involvement.

Furthermore, this study affirms the potential of using AI for monitoring and evaluating campaign performance. Through natural language processing, AI tools helped uncover patterns in emotional responses and identify high-performing content. This supports a growing body of work, including research by [10,12], advocating for the adoption of AI to enhance environmental advocacy.

Ultimately, the study contributes to a better understanding of how local environmental initiatives in small island contexts can scale their impact through integrated digital strategies. As Cyprus continues to face marine litter challenges, this research offers both theoretical and practical contributions to the field of environmental communication.

5. Conclusions

This study has explored the impact of social media activities on addressing marine and coastal litter in Cyprus, highlighting both the potential and limitations of digital advocacy. Social media has proven to be an effective tool for raising awareness and engaging communities, especially among younger demographics. The visual and interactive nature of platforms like Instagram and Facebook has allowed for the dissemination of compelling content that raises awareness about marine litter, engaging users in conversations about environmental conditions and conservation priorities.

Social Media as a Catalyst for Awareness and Engagement: The findings affirm that social media can serve as a powerful catalyst for environmental awareness and participation. By showcasing emotionally resonant images and personal narratives such as the plight of marine animals affected by pollution community groups like Yesil Baris Hareketi, Teneke Cocuk, and the Spot Turtle Project have successfully translated online interaction into real-world action. This aligns with broader research emphasizing the power of storytelling in bridging abstract ecological concepts with daily human experience [18,24].

However, the study also reveals that while social media effectively initiates engagement, sustaining long-term behavioral change remains a challenge. This phenomenon, often described as “clicktivism”, reflects superficial engagement that fades quickly after campaigns end [3]. Interviews with local environmental organizers further confirm that enduring change requires more than digital visibility—it depends on continuous offline efforts, personal connections, and educational reinforcement [25,28].

Integrating Social Media with Broader Strategies: This study emphasizes the importance of integrating digital campaigns with broader strategies such as educational programming, policy advocacy, and hands-on community initiatives. While online content raises awareness, aligning this visibility with structured offline action enhances long-term effectiveness. Partnerships with schools and municipalities, for example, are vital to sustaining behavior change, particularly in younger generations. Research on sustainability communication further supports this hybrid model, advocating for systemic alignment between digital outreach and structural policy support [30,31].

The Role of Artificial Intelligence in Advocacy: The study also highlights the emerging role of artificial intelligence in environmental communication. AI-powered sentiment analysis and content modeling facilitated the identification of effective messaging and audience sentiment trends. This technological integration not only increases campaign efficiency but also enhances adaptability, allowing for responsive and targeted communication [26,27]. As refs. [10,12] suggest, AI is poised to become a central tool in future sustainability-focused advocacy. To our knowledge, this is one of the first studies to combine AI-powered sentiment analysis with community-led environmental activism in a Mediterranean context.

Collaborative Efforts and Multi-Stakeholder Engagement: The success of social media activities in raising awareness about marine litter also highlights the potential for collaboration between various stakeholders, including community groups, governmental bodies, educational institutions, and the private sector. Such partnerships can amplify the reach of social media campaigns and ensure that efforts to address marine litter are holistic, addressing underlying causes such as inadequate waste management or a lack of public infrastructure. Schools can equip youth with the tools and knowledge to lead environmentally responsible lives, while businesses—particularly in tourism—can support eco-friendly practices. These synergies align with the findings of [32], who stress the role of co-creation and community-based storytelling in sustainability advocacy.

Toward a Sustainable Future for Cyprus: As Cyprus continues to grapple with the issue of marine litter, the role of social media as a tool for environmental advocacy remains indispensable. However, this research underscores that social media must function as part of a larger, more integrated strategy. Regulatory bodies must reinforce sustainability through legislation; educational institutions must instill environmental values early; and community actors must continue to innovate in their outreach strategies. The consistent gap observed between digital interaction and physical turnout—as illustrated by the data in this study—shows that real impact depends on both online reach and offline depth [29].

In alignment with global priorities such as the Sustainable Development Goals—particularly SDG 14 (Life Below Water) and SDG 17 (Partnerships for the Goals)—this study offers not only a localized case study but also transferable lessons for other regions grappling with similar environmental and communication challenges. Ultimately, the study contributes to the broader discourse on sustainability by offering a context-specific analysis that bridges digital innovation with ecological responsibility. It highlights that a future of clean coastlines and resilient marine ecosystems in Cyprus will depend not solely on technology or activism alone, but on a coordinated and sustained effort across sectors. With continued innovation, inclusive collaboration, and commitment to sustainability, positive change is within reach.

Recommendations

Based on the findings and discussions of this study, several recommendations are proposed to enhance the effectiveness of social media in addressing marine and coastal litter in Cyprus:

• Strengthening Social Media Campaign Strategies

Emphasize visual storytelling through impactful content such as before-and-after clean-up imagery and wildlife-affected scenes. Emotionally driven visuals paired with actionable steps can increase engagement [24].

Adopt emerging platforms like TikTok to reach younger demographics with short, dynamic video content that promotes creative environmental messaging [25].

Use data analytics tools to monitor engagement trends and tailor content strategies for maximum resonance with target audiences [27].

2.

Integrating Social Media with Offline Efforts

Link digital campaigns to physical activities such as beach clean-ups, workshops, and recycling events. Encourage participants to share these experiences online to amplify reach.

Collaborate with schools and universities to embed environmental education in curricula and use social media to promote student-led sustainability projects. Studies show that experiential learning significantly boosts pro-environmental behavior [33].

Develop community-based programs combining education and participation to create long-term behavioral impact [29].

In addition to integrating sustainability education into formal curricula, non-formal learning environments such as eco-clubs, digital storytelling workshops, and youth-led awareness campaigns should be developed. These participatory models not only enhance environmental literacy but also foster agency and long-term commitment among young people [32].

Furthermore, implementing school-based service-learning programs focused on marine conservation can bridge theoretical knowledge and practical action. Combining these with social media documentation of student efforts builds advocacy skills and multiplies impact through peer networks [29].

Digital platforms should also be used to provide interactive learning resources—such as gamified apps, virtual field trips, and real-time data dashboards—to engage students across diverse educational backgrounds. These approaches increase retention and emotional connection to environmental topics, especially in coastal and island communities [33].

3.

Enhancing Collaboration Among Stakeholders

Foster partnerships across government, NGOs, academia, and the private sector to align environmental objectives and resources.

Advocate for policy change by using social media to expose legislative gaps and mobilize public pressure [30].

Encourage local businesses, particularly in the tourism industry, to support eco-practices, sponsor clean-up events, and co-promote sustainability messaging.

4.

Addressing Challenges of Misinformation and Sustained Engagement

Ensure that campaign messaging is science-based and transparent to combat the spread of false or misleading environmental information [26].

Use strategies like gamification or storytelling series to sustain public interest and encourage repeated engagement over time.

5.

Policy and Infrastructure Improvements

Use digital campaigns to advocate for stronger enforcement of waste management and plastic pollution policies. Highlight regional success stories to influence local reform [31].

Collaborate with municipalities to enhance infrastructure for recycling and coastal waste collection, while educating the public about their proper use.

Call for increased funding for environmental NGOs, enabling them to grow their operations and strengthen digital outreach.

6.

Monitoring and Measuring Impact

Establish tools for long-term impact tracking, including surveys or behavioral audits to assess the effects of campaigns on environmental practices.

Share campaign results transparently—such as reductions in litter or increases in participation—to maintain credibility and public trust [32].

7.

Leveraging Artificial Intelligence for Smarter Environmental Advocacy

Incorporate AI-powered sentiment analysis and topic modeling to evaluate audience reactions and improve message targeting [10,27].

Use machine learning algorithms to identify high-performing content types and optimize future campaigns [26].

Apply deep learning-based visual recognition tools to identify and quantify marine litter from shared photos and videos [12].

Ensure ethical, transparent use of AI in environmental communication to avoid bias, misinformation, or audience manipulation [23].