The Hidden Carbon Cost of Short-Form Video AI: Examining the Sustainability Paradox in Social Media Marketing

Krisztina has been working in digital marketing for more than 10 years, with a strong focus on campaign planning, data analysis, and the application of AI-based tools. As Marketing Manager of Oszkár Telekocsi, she played an active role in both strategic and operational functions. She currently works as an independent consultant and teaches Social Media and SME Marketing at Budapest Metropolitan University, where the integration of AI solutions is a key focus of her courses.

Budapest, Hungary. E-mail: kfinta@metropolitan.hu

Csaba Dezső Dér. Dezső Dér is Associate Professor and Head of the Marketing and Communication Institute at Budapest Metropolitan University, where he has taught since 2008. He earned his PhD in history from Eötvös Loránd University in 2010. His research focuses on cultural sustainability and the role of marketing communication trends in promoting cultural consumption. In practice, he has contributed to innovative cultural projects such as the National Anniversaries publication series, the National Memory Program of the Republic of Hungary, and the “We, Hungarians” visitor and educational center.

Budapest, Hungary. E-mail: cder@metropolitan.hu

Klaudia has been working in the field of innovation management since 2019, focusing on collaborations between universities and Hungarian SMEs, product development processes, and the interconnections between corporate sustainability and product positioning. She earned her PhD in Public Management at the University of Public Service in Hungary. Alongside her teaching and research activities, she has gained experience in public administration as well as in multinational corporations such as P&G and Tungsram, providing her with strong practical insight into the corporate implementation of sustainability.

Budapest, Hungary. E-mail: khorvath@metropolitan.hu

Prof. Dr. Edward Jay M. Quinto is a Full Professor and Dean of the School of Foundational Studies and Education, Mapúa University, Manila, Philippines. He obtained his Ph.D. in Applied Linguistics from De La Salle University in 2018. His research on psycho- and sociolinguistics appeared in top linguistics journals, including English World-Wide (EWW), International Journal of Multilingualism (IJM), and Asian Englishes (AE). A member of the Mapúa AI Strategy Group, he represented Mapúa University at the 2022 and 2024 editions of the Wharton-Quacquarelli Symonds Reimagine Education Awards, dubbed as the Oscars of Education, held respectively at the Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania, USA, and the Queen Elizabeth II Center, City of Westminster, London, UK.

Manila City, Philippines. E-mail: ejmquinto@mapua.edu.ph