Eighteenth International Conference on Environmental, Cultural, Economic & Social Sustainability

Abstract

In today’s society, influencers have grown and become significantly more common, thus social media marketing has increased dramatically. Many companies today have influencer marketing as part of its marketing strategy. Companies can increase with the help of influencer marketing their reach in campaigns and thus increase their brand awareness. An important aspect linked to strengthening brands is how companies work with the sustainability dimensions. The purpose of the study was to create a deeper understanding of how companies that work with influencer marketing use the sustainability dimensions in their collaborations. The study was designed as a qualitative study where 100 Swedish companies on instagram were selected. Subsequently, an analysis was carried out for these companies’ last 50 posts with a focus on sustainability. The results show that what is mainly highlighted are environmental aspects such as, for example, organic products and good production. The results of the study also show some differences in the type of company.