‘You need to change how you consume’: ethical influencers, their audiences and their linking strategies

Our paper advances a subcategory of influencers who mobilise their audiences towards consumption-driven change; we label them ‘ethical influencers’. Using netnography and an archival dataset on ten ethical influencers, we delineate their unique challenges and positioning. Ethical influencers legitimate their accounts via a close-up of personal practices, as opposed to an articulated persona, and connect with divergent audiences to advocate for the needed change. Our paper describes the divergent audience groups and engagement styles: allies, inquisitives, detractors, and enigmatics. We also identify the ethical influencers’ linking strategies to connect these audiences with other market actors (e.g. ethical businesses and other ethical influencers) which include acting, humanising, framing, pivoting, and evangelising. This research advances influencer marketing literature and offers important managerial and public policy implications.