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Influencer Marketing and Sustainability: A New Communication Model on Digital Publishing Platforms
Abstract
In the contemporary digital landscape, influencer marketing has emerged as a pivotal strategy for disseminating sustainability messages through social media platforms. This study investigates the role of influencers in promoting sustainable lifestyles and the effectiveness of their communication strategies across Instagram, TikTok, and YouTube. By analyzing highly engaged posts from selected Turkish macro and micro influencers who focus on ecological living, the study applies content analysis to examine themes such as user engagement, message authenticity, and trust dynamics. The research introduces the 3A Communication Model—Authenticity, Alignment, Activation—designed to optimize influencer-led sustainability messaging. Ultimately, this research contributes to the understanding of digital sustainability communication and offers practical insights for brands, content creators, and communication scholars aiming to build effective, trust-based sustainable marketing strategies in the digital age.
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