Innovative Game Changer: Social Media Influencers’ Role in Sustainable Development

Abstract Purpose The study addresses the social media influencer’s (SMI’s) innovative role in driving sustainable development through digital campaigns. It presents the integration of influencer marketing with corporate sustainability strategies to ensure that brand promotion goes hand-in-hand with sustainability. Methodology The study illustrates a conceptual model to understand the relationships between influencers, campaigns, and outcomes. Thus, it investigates how the influencer characteristics (authenticity, expertise, trustworthiness) and campaign characteristics (platform type, sustainability themes) influence audience engagement (likes and comments) and overall perceived trust. Cluster Analysis Segregates Campaigns into Groups based on Audience Demographics, Engagement Rates, and Elements of Sustainability. Findings This study presents influencer-led campaigns as effective tools for promoting sustainability awareness and consumer behavioral change. The study demonstrates the direct corporate benefits of these campaigns through increased brand loyalty and positive Corporate Social Responsibility (CSR) impact, as well as their impact in creating social movement and behavior change. Originality/Value A new model is presented depicting the relationship between influencer marketing, sustainability campaigns, and business outcomes. The tool identifies campaigns using cluster analysis for varied segments and suggests strategies and actions for organizations.