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Influencer Marketing: Way to a Sustainable Marketing Approach
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Author(s): Sayantan Mukherjee (Alliance School of Business, Alliance University, Bangalore, India), Ajay Verma (School of Applied Sciences and Languages, VIT Bhopal University, India)and Shromona Neogi (Alliance School of Business, Alliance University, Bangalore, India)
Copyright: 2024
Pages: 19
Source title:
Driving Decentralization and Disruption With Digital Technologies
Source Author(s)/Editor(s): Balraj Verma (Chitkara Business School, Chitkara University, India), Babita Singla (Chitkara Business School, Chitkara University, India)and Amit Mittal (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/979-8-3693-3253-5.ch013
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Abstract
The millennial focus has shifted from mere consumption to sustainable consumption. Responsible and ethical buying is the primary focus. Millennial consumers are highly concerned about issues like environmental degradation and climatic changes and are ready to contribute to good causes. They are becoming more risk-averse and prefer to support businesses that emphasize pro-social messaging, environmentally friendly production, and moral business practices. The target consumer's perception of influencer marketing buzzwords like authenticity, credibility, and consumer involvement can be perceived as evolving. Influencers also power their voices to promote changes for good environmental causes. The study enlightens the development of the urge for ethical/sustainable buying to adopt moral influencer content as a basis to follow them and facilitate the consumer buying process. The people associated with the domain as influencers or aspiring to be one should focus on ethical influencing. The growing ethical consumerism is playing a vital role in behavioral adoption of ethical influencers.
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