Title

Sustainability Influencers: Between Marketers and Educators

Document Type

Article

Publication Date

2020

Abstract

Sustainability has recently become a mainstream research and managerial interest
topic, as consumers worry about climate change and the effects of consumption. Social media plays an important educational role: #zerowaste has more than 4 million posts on Instagram, with consumers showing their efforts to produce less trash and conserve. We propose that marketers have an educational role: to share information about products through content marketing. We use examples from main venues of social media, such as YouTube and Instagram, and adapt the conceptual framework from Nistor et al. (2018) to capture omnidirectional content sharing of influencers as both educators and marketers.

Comments

This article was originally published in Business Forum, volume 28, issue 1, in 2020.

Peer Reviewed

1

Copyright

College of Business and Economics, Cal State LA

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