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Sustainability
Article . 2024 . Peer-reviewed
License: CC BY
Data sources: Crossref
image/svg+xml art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos Open Access logo, converted into svg, designed by PLoS. This version with transparent background. http://commons.wikimedia.org/wiki/File:Open_Access_logo_PLoS_white.svg art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos http://www.plos.org/
Sustainability
Article . 2024
Data sources: DOAJ
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From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume

Authors: Neringa Vilkaite-Vaitone;

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

Abstract

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.

Keywords

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

  • BIP!
    Impact byBIP!
    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%
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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).
BIP!Citations provided by BIP!
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.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
13
Average
Average
Top 10%
gold
Related to Research communities
Energy Research