How virtual influencers can engage climate sceptics

In an era where climate change scepticism and distrust of experts present significant obstacles to environmental action, innovative solutions are needed. Virtual influencers could be part of the answer.

These virtual influencers (social media influencers that are not human) can be positioned as key opinion leaders who are relatable and accessible to other social media users.

Setting them apart from their human counterparts, these influencers are free from real-life controversies and may hold the key to inspiring pro-environmental behaviours, especially among those who distrust traditional sources.

Impact

• Knowledge discovery: explored virtual influencers and their effectiveness for promoting pro-environment sentiment, finding important implications for environmental communication strategies.

Key information

• Major funders: White Rose Collaboration Fund
• Disciplines: business, climate change, environment
• Investigators: Dr Maximilian Gerrath

Keywords: climate change, social media, virtual influencers, behaviours, climate change mitigation and adaptation