The Influence of Instagram Influencers’ Activity on Green Consumption Behavior

Jalali, Sanaz Saghati; Khalid, Haliyana

doi:10.5296/bms.v12i1.18265

Cited by 18 publications

(11 citation statements)

References 39 publications

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“…En relación con el riesgo efecto influencer los resultados demuestran una tendencia de consumo en acenso por parte de los jóvenes. En este sentido, Jalali & Khalid (2021) señalan que los jóvenes son consumidores de las publicaciones de las figuras llamadas influencers, considerando esta información como válida y de usabilidad. De igual forma, el autor añade que los jóvenes adoptan sus comportamientos y estilos de vida.…”

Section: Discussionunclassified

Impact and modes of use of social networks: A systematic review of literature 2017-2021

Garza¹,

Cortés²

2022

New Trends in Qualitative Research

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The arrival of the pandemic brought with it an exponential increase in the use of social networks by young people, since it was the main means of interaction and communication. However, research in relation to the subject has been limited and, in turn, no studies are reported in relation to the systematization of the scientific literature on the subject. In this sense, the objective of this research is to analyze the impact and modes of use of social networks by young people between 2017-2021. A systematic review was carried out from four stages: planning, selection, extraction and execution. After applying the inclusion and exclusion criteria, the analysis was performed with a sample of 20 documents. The methodology was qualitative in nature through eclectic coding and recoding. The results show that the impact of the use of social networks was concentrated in risks associated with the phenomena phubbing, fitspiration and phishing. Similarly, the effect of the influencers, the diversity of content of interest, the preference in the hours of use, the type of device they use to connect, the most used social networks, the type of skills they have developed with the use, benefits, purposes and fears faced by young people within social networks. In relation to the modes of use of social networks, the following were found: positive, negative, educational, motivating, characteristic and alternative uses.

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Section: Discussionunclassified

Impact and modes of use of social networks: A systematic review of literature 2017-2021

Garza¹,

Cortés²

2022

New Trends in Qualitative Research

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“…We advance this stream from a theoretical perspective by showing that green communication can be an additional powerful tool for engaging consumers to the extent that it can be even superior to conventional non-green We open up a new angle on this issue by revealing that, because of the aforementioned different characteristics, the effect of green content on consumer response depends on the given social media platform where the content is publicized. For instance, social media platforms such as Instagram characterized by younger, and thus more environmentally friendly users (Arora & Manchanda, 2021;Jalali & Khalid, 2022), are more likely to stimulate larger consumer response to green content. In contrast, platforms such as Twitter, typically characterized by short communication formats (e.g., Bigné et al, 2019), do not seem to be particularly favorable for green content.…”

Section: Implications For Theorymentioning

confidence: 99%

“…As a matter of fact, by reflecting differences in community‐ and functionalities‐related aspects, the type of social media may naturally influence how different types of content (e.g., green vs. non‐green) will be received by users across different platforms. Indeed, the higher or lower appreciation green content is able to generate from consumers as compared with non‐green content naturally depends on the different types of participants and social norms/rules established in different social media community, including the different awareness and sensitivity toward environmental initiatives (Jalali & Khalid, 2022; Šikić, 2021; Zahid et al, 2018). On the other hand, the degree of media richness has been shown to be paramount to the performance of brand‐related communication in numerous settings, especially in social media (Roma & Aloini, 2019).…”

Section: Literature Background and Hypothesesmentioning

confidence: 99%

“…There exists indeed evidence that younger generations are much more informed about sustainable living than previous generations (Arora & Manchanda, 2021; Bedard & Tomie, 2018). As a matter of fact, nowadays, Instagram is the social media platform where also the major green influencers are more active (Jalali & Khalid, 2022). In contrast, we argue that the practice of creating emotional content on Twitter is still rather limited or at least is not as customary as in the other social media platform, because short textual descriptions, that is, tweets, are still the most common format for communication (Bigné et al, 2019).…”

Section: Literature Background and Hypothesesmentioning

confidence: 99%

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The performance of green communication across social media: Evidence from large‐scale retail industry in Italy

Crapa,

Latino,

Roma

2023

Corp Soc Responsibility Env

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Social media have surged prominently as communication channels for corporate social responsibility. However, little is still known about the performance of green versus non‐green communication across different social media. We contribute by examining whether the presence of green features in social media communication exerts a beneficial effect on consumer response in terms of likes, comments, and shares. We also investigate how this effect hinges upon the social media platform where the content is posted as well as the richness of the format (text, photos, videos) utilized for the diffusion. To our scopes, we use an ad hoc dataset of posts of two major large‐scale retailers in Italy across three major social media, namely Facebook, Instagram, and Twitter. Our results show that, while green content generally stimulates larger response than non‐green content, its effect varies across social media, with the highest effect being observed on Instagram (at least for likes) and the lowest on Twitter (at least for comments). Moreover, the extent to which the positive effect of green content increases as media richness increases (i.e., moving from only text to text plus photo, and then to text plus video) is also contingent upon the social media platform. On Facebook, the moderation of media richness is positive and significant, while being insignificant on Instagram. On Twitter, the moderation is even nonmonotonic in the sense that the highest (positive) effect of green content tends to be obtained for either low or high media richness. Our findings offer remarkable implications for firms engaging in environmental sustainability.

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“…It means they do not just inadvertently read and believe what being posted, but they are responsible enough to understand and digest the messages brought upon them: they filter and analysed the information before them. Jalali & Khalid (2022) proposed that the perceived credibility of followers help to create a link between green word of mouth and green consumption intention. This result also supports the statements that social influencers influence their followers through strong persuasive content to engage them towards the desired response (Audrezet et al, 2017;Thompson et al, 2011).…”

Section: 9%mentioning

confidence: 99%

Pro-Environmental Behaviours, Advertising Literacy and Social Influencers’ Leadership Qualities among Malaysian University Students

Shafie¹,

Akil²,

Radzi³

et al. 2022

IJARBSS

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Nowadays, more environmentalists are using social media platforms to raise awareness on environmental issues such as persuading followers to undertake pro-environmental behaviours. However, to date, studies on the role of social media and social influencers in disseminating pro-environmental behaviours are very limited. Therefore, the aims of the present study are to investigate students' pro-environmental behaviours, their levels of advertising literacy and the leadership qualities of social influencers. Data were collected using an online questionnaire consisting of four sections: demographic information, proenvironmental behaviours, levels of advertising literacy and leadership qualities of the social influencers. Respondents were 128 university students who were active social media users at the largest comprehensive university in Malaysia. Data were analysed using descriptive statistics. Our findings highlighted that university students exhibit pro-environmental behaviours in their daily lives. In addition, these students who were active social media users understood the impact of social media advertising on their lives. Moreover, findings showed that university students trust the leadership of social media influencers due to their qualities. The paper concludes by suggesting university management and policymakers to harness the role of social media and social influencers to promote pro-environmental behaviours to citizens especially the younger generation. Moving forward, more studies on the role of social media influencers in disseminating pro-environmental behaviours to followers should be conducted to understand environmental leaderships through social media platforms.

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The Influence of Instagram Influencers’ Activity on Green Consumption Behavior

Cited by 18 publications

References 39 publications

Impact and modes of use of social networks: A systematic review of literature 2017-2021

Impact and modes of use of social networks: A systematic review of literature 2017-2021

The performance of green communication across social media: Evidence from large‐scale retail industry in Italy

Pro-Environmental Behaviours, Advertising Literacy and Social Influencers’ Leadership Qualities among Malaysian University Students

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