Strategije i učinkovitost komunikacijskih alata „zelenih“ influencera na Instagramu
Strategies and effectiveness of communication tools of “green” influencers on Instagram

Summary/Abstract: In the context of digital convergence and the development of new communication opportunities, social media opinion leaders, particularly those focused on environmental issues, have become a key part of brands’ marketing strategies to promote their products. Their goal is to inspire the audience to adopt more sustainable habits and make informed decisions aimed at reducing waste and better use of limited resources. They often address topics such as global warming, climate change, and unethical corporate practices. This paper explores the communication tools used by “green” influencers on social media, focusing on their impact on interaction with followers and encouraging behavior change related to sustainability. By using content analysis and a survey, the study examines how these opinion leaders promote environmental topics and which strategies they use to motivate the audience to adopt eco-friendly practices. Content analysis was conducted on 20 Instagram profiles, focusing on 10 posts per profile, showing that influencers often use questions to encourage comments and interaction. A survey conducted among 123 students from the University of Zagreb indicated a positive impact of social media on promoting sustainability, with respondents stating that they have changed their lifestyle habits under the influence of green influencers’ content. The paper highlights the importance of social media as a tool for spreading environmental awareness and implementing sustainable practices.

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