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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.
Emirzade et al. (Fri,) studied this question.