The role of influencers in the communication of cruelty-free products on instagram: an exploratory study on the impact of sustainability in the beauty industry
DOI:
https://doi.org/10.26441/RC23.2-2024-3588Keywords:
Cruelty-free, Influencers, Instagram, Animal Welfare, Sustainability, Beauty IndustryAbstract
The growing concern about animal welfare has caused consumers to increase interest in sustainable products. Consequently, the beauty industry is increasingly committed to cruelty-free products. The rise of social media and influencers has driven this shift towards ethical and responsible consumption. Platforms such as Instagram have played a relevant role in disseminating messages related to sustainability through these opinion leaders. The research conducted a methodological triangulation to understand how beauty influencers communicate cruelty-free content and how these messages influence their followers. The methodological design includes a content analysis, a survey and in-depth interviews. The study’s findings indicate that beauty influencers’ communicative efforts are limited and do not significantly impact the prescription of cruelty-free products. The conclusions recommend expanding communication strategies in other digital media to increase awareness in the public sphere for sustainable social change.
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