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Leveraging social media influencers in green marketing
Date Issued
2024
Citation
Cheung, M. L., Tse, S. Y., Chan, H., & Leung, W. K. S. (2-4 Dec 2024). Leveraging social media influencers in green marketing. In Arli, D., & Robinson, L. (Eds.). The proceedings of ANZMAC 2024. Australia and New Zealand Marketing Academy Conference 2024 (ANZMAC), University of TASMANIA, Australia (pp. 360). ANZMAC.
Type
Conference Paper
Abstract
Environmental concerns have led to a steady increase in green marketing over the past
decade. Partly as a result of excessive advertising and exaggerated claims, skepticism and
uncertainty about green products are also on the rise. How to reduce consumer skepticism
and uncertainty has therefore become a major issue in green marketing. Recent research
points to green social media influencers (GSMIs)—who actively share information on green
products and eco-friendly practices—as effective opinion leaders for the promotion of green
products. Drawing on social capital theory and social media research, this paper reports the
findings of two studies on the importance of GSMIs’ social capital in reducing consumer
uncertainty about green products and the ensuing behavioural responses. Overall, this
research illuminates the specific roles played by GSMIs in facilitating the promotion of green
products, and offers practical guidance for green marketers and GSMIs to maximize their
operational effectiveness.
Subjects
Availability at HKSYU Library
