Sustainable fashion social media influencers and content creation calibration

Jacobson J., Harrison B.

International Journal of Advertising, vol.41, no.1, pp.150-177, 2022 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 41 Issue: 1
  • Publication Date: 2022
  • Doi Number: 10.1080/02650487.2021.2000125
  • Journal Name: International Journal of Advertising
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Periodicals Index Online, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, Communication Abstracts, Psycinfo, Public Affairs Index, DIALNET
  • Page Numbers: pp.150-177
  • Keywords: influencer, influencer marketing, sustainable fashion, social media marketing, fashion marketing
  • TED University Affiliated: No


© 2021 Advertising Association.Given the rise of social media, social media influencers have become an essential part of marketing agencies’ strategies. Advertisers seek to leverage influencers’ large community of followers who place trust in influencers’ recommendations. This trust makes the use of influencer marketing a powerful tool for advertisers. With increasing consumer interest, the sustainable fashion industry has grown and social media influencers are being leveraged to shift consumer perspective and purchasing behavior. Using semi-structured interviews, this research addresses the use of influencers as an advertising tactic in the sustainable fashion industry to analyze the social media practices and monetization strategies of sustainable fashion social media influencers. The term ‘sustainable fashion social media influencers’ is introduced to describe influential content creators who discuss sustainable fashion on social media. Importantly, the research identifies ‘content creation calibration’, which refers to the practice of social media influencers calibrating their content to account for their ethics and desire for compensation. The research highlights the future challenges for advertisers and influencers when linking sustainability to entrepreneurship in influencer marketing.