Social Media Influencer Promoted Sustainable Fashion: Effects of Sponsorship and Benefit Association

Abstract Increasing pro-sustainability concerns have motivated clothing and fashion brands to adopt sustainability-focused business practices and offer a sustainable product range. The influence of sponsored versus non-sponsored social media influencer (SMI) posts in promoting sustainable fashion brands was investigated in this study. Further, the moderation of the benefit association (self vs. other-oriented) of the SMI-generated sustainable fashion brand-related post was investigated in this research. Three studies were conducted. Study 1 was an exploratory social media field study, and Studies 2 and 3 were experimental. It was revealed in the results that non-sponsored SMI posts were more persuasive, leading to higher message authenticity and behavior intention. Additionally, a significant interaction effect of sponsorship status and benefit association on customer outcomes was found. The benefit association was other-oriented, leading to higher message authenticity and behavioral intention in sponsored posts. Valuable insights for sustainable fashion brands engaging in SMIs were offered by the findings. Authenticity may be stimulated by SMI posts containing other-oriented benefit associations, persuading the intention to purchase.