Cheung, Man LaiMan LaiCheungDr. TSE Sin Yan, FionaFionaDr. TSE Sin YanChan, HaksinHaksinChanLeung, Wilson K.S.Wilson K.S.Leung2026-06-222026-06-222024Cheung, 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.http://hdl.handle.net/20.500.11861/27592Environmental 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.enGreen Social-Media InfluencersConference Paper