A grounded theory analysis of the techniques used by social media influencers and their potential for influencing the public regarding environmental awareness

Obrukevwe Okuah, Brenda M. Scholtz, Bernadette Snow

Research output: Chapter in Book/Report/Conference proceedingConference contribution

16 Citations (Scopus)

Abstract

There is a need for new inventive strategies to communicate to the public on particular subjects such as climate change, biodiversity loss and sustainability. Social Media Influencers (SMIs) are an emerging type of third-party endorsers who can aim to shape and influence the attitudes and perceptions of people through social media. In the field of marketing, SMIs have had great impact on customer retention and relationships. SMIs could help in engaging with the public to adopt pro-environmental behaviour. However, there is limited research related to SMIs in the field of environmental awareness. This study reports on a grounded theory analysis that explored the literature related to the characteristics of SMIs and the techniques used by SMIs that could be used by researchers for influencing the public regarding environmental awareness and pro-environmental behaviour. This paper fulfils a need for identifying strategies for engaging and influencing the public to gain insights into their pro-environmental behaviour.

Original languageEnglish
Title of host publication2019 SAICSIT Conference
Subtitle of host publicationDigital Eco-Systems Gone Wild - South African Institute for Computer Scientists and Information Technologists, SAICSIT 2019 - Conference Proceedings
PublisherAssociation for Computing Machinery (ACM)
ISBN (Electronic)9781450372657
DOIs
Publication statusPublished - 17 Sept 2019
Event2019 Annual Conference of the South African Institute of Computer Scientists and Information Technologists: Digital Eco-Systems Gone Wild, SAICSIT 2019 - Skukuza, South Africa
Duration: 17 Sept 201918 Sept 2019

Publication series

NameACM International Conference Proceeding Series

Conference

Conference2019 Annual Conference of the South African Institute of Computer Scientists and Information Technologists: Digital Eco-Systems Gone Wild, SAICSIT 2019
Country/TerritorySouth Africa
CitySkukuza
Period17/09/1918/09/19

Keywords

  • Environmental Awareness
  • Pro-environmental behaviour
  • Social Media
  • Social Media Influencers
  • Social Networking Sites

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