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Academic: Influencer Marketing and Sustainability by Carmen and Mercedes from University of Zaragoza
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Welcome to Episode 7 of AGILE Sustainability. Marketing is an important business activity. Therefore, it's useful for businesses to leverage marketing to serve corporate sustainability. To help our listeners explore this connection, we have invited Carmen and Mercedes from the University of Zaragoza to elaborate on this topic.
Carmen and Mercedes investigated the correlation between different types of marketing and their ability to serve corporate sustainability. In specifics, Influencer Marketing and Relationship Marketing stand out as the more modern and effective channels to exert influences on sustainability.
The topics in this podcast are:
- 00m57s: Comparison of Influencer and Relationship Marketing
- 03m54s: Relationship between marketing and corporate sustainability
- 05m39s: Challenges on serving corporate sustainability via marketing
- 08m10s: Influencer traits suitable to serve corporate sustainability
- 10m24s: Marketing considerations for the pursuit of corporate sustainability
- 18m15s: Marketing strategies for corporate sustainability
One of the highlights from Carmen and Mercedes sharing is the ideal influencer traits on serving corporate sustainability. The three most important traits of an influencer are credibility, pleasantness, and emotions. Credibility affects how trustworthy the customers will feel about the delivered marketing message. Pleasantness helps to initiate a relationship between the brand and the customers. And last but not the least, emotions will help to strengthen and prolong the relationship in the long run. Businesses can look for or develop influencers based on these three ideal traits.
To learn more about Carmen and Mercedes's research on this topic, you can read the article here.
Find out the topics to be explored at https://www.agilesustainability.org/
We would like to hear from you at podcast@agilesustainability.org
Reach out to us for any questions or challenges you face in adopting sustainability solutions.
Music by Wataboi from Pixabay
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