“Informers” or “entertainers”: The effect of social media influencers on consumers' green consumption

Abstract

This research examines the impact of social media influencers on green product purchasing intentions through three studies. Study 1 (N = 195) identifies a consumer preference for informers over entertainers as influencers. Study 2 (N = 196) establishes trust as a key mediator in this process. Study 3 (N = 197) finds that the effectiveness of influencers depends on the match between influencer type and endorsement style, whereby entertainers (informers) foster trust and purchase intentions with an explicit (implicit) endorsement style. The findings offer insights for marketers in leveraging influencers for promoting green products.