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

doi:10.1145/3351108.3351145

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

SAMS UHI

Producción científica: Conference contribution

25 Citas (Scopus)

Resumen

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.

Idioma original	English
Título de la publicación alojada	2019 SAICSIT Conference
Subtítulo de la publicación alojada	Digital Eco-Systems Gone Wild - South African Institute for Computer Scientists and Information Technologists, SAICSIT 2019 - Conference Proceedings
Editorial	Association for Computing Machinery (ACM)
ISBN (versión digital)	9781450372657
DOI	https://doi.org/10.1145/3351108.3351145
Estado	Published - 17 sept 2019
Evento	2019 Annual Conference of the South African Institute of Computer Scientists and Information Technologists: Digital Eco-Systems Gone Wild, SAICSIT 2019 - Skukuza, South Africa Duración: 17 sept 2019 → 18 sept 2019

Serie de la publicación

Nombre	ACM International Conference Proceeding Series

Conference

Conference	2019 Annual Conference of the South African Institute of Computer Scientists and Information Technologists: Digital Eco-Systems Gone Wild, SAICSIT 2019
País/Territorio	South Africa
Ciudad	Skukuza
Período	17/09/19 → 18/09/19

ODS de las Naciones Unidas

Este resultado contribuye a los siguientes Objetivos de Desarrollo Sostenible

Climate action

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10.1145/3351108.3351145Licencia: Unspecified

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Okuah, O., Scholtz, B. M., & Snow, B. (2019). A grounded theory analysis of the techniques used by social media influencers and their potential for influencing the public regarding environmental awareness. En 2019 SAICSIT Conference: Digital Eco-Systems Gone Wild - South African Institute for Computer Scientists and Information Technologists, SAICSIT 2019 - Conference Proceedings Artículo a36 (ACM International Conference Proceeding Series). Association for Computing Machinery (ACM). https://doi.org/10.1145/3351108.3351145

Okuah, Obrukevwe ; Scholtz, Brenda M. ; Snow, Bernadette. / A grounded theory analysis of the techniques used by social media influencers and their potential for influencing the public regarding environmental awareness. 2019 SAICSIT Conference: Digital Eco-Systems Gone Wild - South African Institute for Computer Scientists and Information Technologists, SAICSIT 2019 - Conference Proceedings. Association for Computing Machinery (ACM), 2019. (ACM International Conference Proceeding Series).

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

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.",

keywords = "Environmental Awareness, Pro-environmental behaviour, Social Media, Social Media Influencers, Social Networking Sites",

author = "Obrukevwe Okuah and Scholtz, \{Brenda M.\} and Bernadette Snow",

note = "Funding Information: This paper forms a part of a larger project where empirical investigations will be carried out to further confirm the findings. This project falls under the National Research Foundation (NRF - community social and marine cohesion towards pro-environmental behaviour) for funding project UID 111819. Publisher Copyright: {\textcopyright} 2019 Copyright is held by the owner/author(s). Publication rights licensed to ACM.; 2019 Annual Conference of the South African Institute of Computer Scientists and Information Technologists: Digital Eco-Systems Gone Wild, SAICSIT 2019 ; Conference date: 17-09-2019 Through 18-09-2019",

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Okuah, O, Scholtz, BM & Snow, B 2019, A grounded theory analysis of the techniques used by social media influencers and their potential for influencing the public regarding environmental awareness. En 2019 SAICSIT Conference: Digital Eco-Systems Gone Wild - South African Institute for Computer Scientists and Information Technologists, SAICSIT 2019 - Conference Proceedings., a36, ACM International Conference Proceeding Series, Association for Computing Machinery (ACM), 2019 Annual Conference of the South African Institute of Computer Scientists and Information Technologists: Digital Eco-Systems Gone Wild, SAICSIT 2019, Skukuza, South Africa, 17/09/19. https://doi.org/10.1145/3351108.3351145

A grounded theory analysis of the techniques used by social media influencers and their potential for influencing the public regarding environmental awareness. / Okuah, Obrukevwe; Scholtz, Brenda M.; Snow, Bernadette.
2019 SAICSIT Conference: Digital Eco-Systems Gone Wild - South African Institute for Computer Scientists and Information Technologists, SAICSIT 2019 - Conference Proceedings. Association for Computing Machinery (ACM), 2019. a36 (ACM International Conference Proceeding Series).

Producción científica: Conference contribution

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Okuah O, Scholtz BM, Snow B. A grounded theory analysis of the techniques used by social media influencers and their potential for influencing the public regarding environmental awareness. En 2019 SAICSIT Conference: Digital Eco-Systems Gone Wild - South African Institute for Computer Scientists and Information Technologists, SAICSIT 2019 - Conference Proceedings. Association for Computing Machinery (ACM). 2019. a36. (ACM International Conference Proceeding Series). doi: 10.1145/3351108.3351145

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

Resumen

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