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Sustainability influencers on social media: Influence process, effect, and utilization

Social media influencers, particularly those focused on sustainable practices, significantly impact consumer be-havior and environmental consciousness, influencing purchasing decisions to political activism, thereby playing a pivotal role in addressing climate change. The purpose of this cumulative dissertation is to identify the influ-ence process, effect, and utilization of green influencers. This endeavor is structured around three manuscripts, each addressing distinct research inquiries. Paper A delves into the correlation between influencers and their followers, specifically examining how prior green consumer attitudes influence this relationship. Paper B focuses on the characteristics of effective messaging by green influencers, providing insights into how these influencers can most persuasively advocate for sustainable practices. Paper C conducts a comprehensive literature analysis of 44 research articles, concentrating on the characteristics of influencers and their audiences, as well as the communication strategies employed by influencers. Collectively, these papers offer marketers and policymakers a comprehensive framework for leveraging influencers to promote sustainable products and services effectively.

Identiferoai:union.ndltd.org:DRESDEN/oai:qucosa:de:qucosa:93452
Date27 August 2024
CreatorsKönig, Sarah Pia
ContributorsMaier, Erik, Kirchgeorg, Manfred, HHL Leipzig Graduate School of Management
Source SetsHochschulschriftenserver (HSSS) der SLUB Dresden
LanguageEnglish
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/publishedVersion, doc-type:doctoralThesis, info:eu-repo/semantics/doctoralThesis, doc-type:Text
Rightsinfo:eu-repo/semantics/openAccess

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