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Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands

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  • Paulo Duarte Silveira

    (Instituto Politécnico de Setúbal, Escola Superior de Ciências Empresariais, RESILIENCE, 2914-503 Setúbal, Portugal
    Centro de Estudos e Formação Avançada em Gestão e Economia [CEFAGE], University of Evora, 7000-811 Évora, Portugal)

  • Fábio Shimabukuro Sandes

    (CICANT Research Centre, Universidade Lusófona, 1749-024 Lisbon, Portugal)

  • Duarte Xara-Brasil

    (Instituto Politécnico de Setúbal, Escola Superior de Ciências Empresariais, RESILIENCE, 2914-503 Setúbal, Portugal)

  • Karla Menezes

    (Instituto Politécnico de Setúbal, Escola Superior de Ciências Empresariais, 2914-503 Setúbal, Portugal)

Abstract

In this article, we present a study that investigates the effectiveness of social media communication in conveying brands’ green activism actions framed by corporate social responsibility. To address this question, a survey was conducted with 550 participants, comparing their opinions about the green posts made by brands and influencers. Statistical analysis (Wilcoxon rank-sum test means comparison of responses between the two groups) revealed significant differences in consumer perceptions between them. The findings indicate that using social media channels to communicate green initiatives is effective for brands. Moreover, the study concludes that direct brand communication is more beneficial than relying on digital influencers. This research contributes to the existing literature by providing empirical evidence on the comparative effectiveness of brand-generated social media posts and influencer-generated content in promoting green activism actions. The study highlights the importance of direct brand communication in enhancing consumer perception and engagement with green initiatives. It offers valuable insights for brands seeking to optimize their social media strategies for sustainability messaging.

Suggested Citation

  • Paulo Duarte Silveira & Fábio Shimabukuro Sandes & Duarte Xara-Brasil & Karla Menezes, 2024. "Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands," Sustainability, MDPI, vol. 16(16), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:16:p:6863-:d:1453523
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    References listed on IDEAS

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    1. François Maon & Valérie Swaen & Kenneth de Roeck, 2021. "Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspective," Post-Print hal-03275858, HAL.
    2. Casaló, Luis V. & Flavián, Carlos & Ibáñez-Sánchez, Sergio, 2020. "Influencers on Instagram: Antecedents and consequences of opinion leadership," Journal of Business Research, Elsevier, vol. 117(C), pages 510-519.
    3. Carina Thürridl & Frauke Mattison Thompson, 2023. "Making brand activism successful: How advice-giving can boost support behavior and reap benefits for the brand," Marketing Letters, Springer, vol. 34(4), pages 685-696, December.
    4. Szerena Szabo & Jane Webster, 2021. "Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions," Journal of Business Ethics, Springer, vol. 171(4), pages 719-739, July.
    5. Kraus, Sascha & Rehman, Shafique Ur & García, F. Javier Sendra, 2020. "Corporate social responsibility and environmental performance: The mediating role of environmental strategy and green innovation," Technological Forecasting and Social Change, Elsevier, vol. 160(C).
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