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From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume

doi: 10.3390/su16041393
Social media has become an integral part of our daily lives. Influencers have emerged as significant players in promoting sustainable consumption in recent years. With their reach and influence, they have the ability to sway consumer decisions and earn rewards from marketers. However, an influencer’s perceived importance and credibility among their followers is essential to their ability to persuade others. In this study, we utilized network theory and the theory of mind to scrutinize the impact of an influencer’s importance and credibility on sustainable consumption. We collected data from 427 consumers and conducted structural equation modeling (SEM) to test our hypotheses. Our findings indicate that an influencer’s importance has a positive impact on their credibility, which subsequently has a favorable impact on cognitive, affective, and conative sustainable consumption. These results confirm the importance and credibility of influencers in promoting sustainable consumption and provide insights into how social marketers and influencers can optimize their sustainable marketing strategies.
- Vilnius Gediminas Technical University Lithuania
- Vilnius Gediminas Technical University Lithuania
influencer credibility, cognitive sustainable consumption, Environmental effects of industries and plants, TJ807-830, conative sustainable consumption, TD194-195, Renewable energy sources, network theory, Environmental sciences, GE1-350, affective sustainable consumption, theory of mind
influencer credibility, cognitive sustainable consumption, Environmental effects of industries and plants, TJ807-830, conative sustainable consumption, TD194-195, Renewable energy sources, network theory, Environmental sciences, GE1-350, affective sustainable consumption, theory of mind
citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).13 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Average influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Average impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Top 10%
