Abstract | Abstract Purpose Building on advice response theory and source credibility theory, this study explores the role and effectiveness of digital influencers in supporting social behaviour change. Design/Methodology/Approach Using the case of veganism as an example of more sustainable consumer behaviour, data is gathered through 25 in-depth interviews from Instagram followers of digital ‘greenfluencers’ who promote veganism. Findings The findings suggest that a number of source characteristics (such as credibility and authenticity) and advice features (such as lack of accuracy, politeness, and the advice limitations) affect the advice outcomes (e.g., intention to change behaviour). This study also highlights three means through which greenfluencers attempt to persuade their followers, namely reflecting, reminding and re-configuration. Finally, our study highlights the personal, social, and other contextual factors that could act as barriers to social change and suggests key strategies to overcome those barriers. Originality This study is the first in its nature and contributes to the limited body of knowledge on social media, digital influencers and social change by identifying source characteristics and advice features that affect the persuasiveness of digital influencers who promote more sustainable behaviours. |
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