Abstract

Given the rise of social media, social media influencers have become an essential part of marketing agencies’ strategies. Advertisers seek to leverage influencers’ large community of followers who place trust in influencers’ recommendations. This trust makes the use of influencer marketing a powerful tool for advertisers. With increasing consumer interest, the sustainable fashion industry has grown and social media influencers are being leveraged to shift consumer perspective and purchasing behavior. Using semi-structured interviews, this research addresses the use of influencers as an advertising tactic in the sustainable fashion industry to analyze the social media practices and monetization strategies of sustainable fashion social media influencers.

The term ‘sustainable fashion social media influencers’ is introduced to describe influential content creators who discuss sustainable fashion on social media. Importantly, the research identifies ‘content creation calibration’, which refers to the practice of social media influencers calibrating their content to account for their ethics and desire for compensation. The research highlights the future challenges for advertisers and influencers when linking sustainability to entrepreneurship in influencer marketing.

摘要

鉴于社交媒体的兴起，社交媒体影响者已成为营销机构战​​略的重要组成部分。广告商寻求利用影响者的庞大追随者社区，他们信任影响者的推荐。这种信任使网红营销成为广告商的强大工具。随着消费者兴趣的增加，可持续时尚产业已经发展壮大，社交媒体影响者正在被用来改变消费者的观点和购买行为。本研究使用半结构化访谈，将影响者用作可持续时尚行业的广告策略，以分析可持续时尚社交媒体影响者的社交媒体实践和货币化策略。

引入“可持续时尚社交媒体影响者”一词来描述在社交媒体上讨论可持续时尚的有影响力的内容创作者。重要的是，该研究确定了“内容创作校准”，这是指社交媒体影响者校准他们的内容以解释他们的道德和补偿愿望的做法。该研究强调了将可持续性与影响者营销中的企业家精神联系起来时广告商和影响者未来面临的挑战。