Leveraging micro-influencers for sustainable marketing: Insights from digital campaigns

The necessity to protect our environment is becoming more widely recognized. For this reason, "sustainable," or eco-friendly, marketing is gaining popularity. This study examines the ways in which digital marketing platforms such as YouTube, Instagram, and TikTok can encourage consumers to adopt eco-friendly practices. This study included a variety of case studies, surveys, and content analysis. Additionally, the study discovered that social media celebrities, or "influencers," can aid in raising knowledge and fostering confidence in these environmentally beneficial, or "green," practices. According to our research, people are more likely to trust eco-friendly methods and products when you are genuine and tell the truth. By delivering stories that align with their principles, small-scale influencers are particularly adept at engaging particular groups.