A Grounded Theory Analysis of the Techniques Used by Social Media Influencers and Their potential for Influencing the Public Regarding Environmental Awareness

Research Conference of the South African Institute of Computer Scientists and Information Technologists Pub Date : 2019-09-17 DOI:10.1145/3351108.3351145

Obrukevwe Okuah, B. Scholtz, B. Snow

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引用次数: 13

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.

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社会媒体影响者使用的技术及其影响公众环境意识的潜力的扎根理论分析

有必要采用新的创造性战略，就气候变化、生物多样性丧失和可持续性等特定主题向公众进行宣传。社交媒体影响者(SMIs)是一种新兴的第三方代言人，他们的目标是通过社交媒体塑造和影响人们的态度和看法。在市场营销领域，SMIs对客户保留和关系有很大的影响。SMIs可以帮助与公众接触，采取环保行为。然而，在环境意识领域，与SMIs相关的研究有限。本研究报告了一项有根据的理论分析，该分析探讨了与smi特征相关的文献，以及smi所使用的技术，这些技术可以被研究人员用来影响公众的环境意识和亲环境行为。本文满足了确定参与和影响公众以深入了解其亲环境行为的策略的需要。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Research Conference of the South African Institute of Computer Scientists and Information Technologists

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