The role of virtual influencers in environmental messaging: a case study of Noonoouri

In the realm of social media, virtual influencers have become influential voices in advocating for environmental sustainability. This research investigate their communication strategies and audience responses. Through qualitative analysis, we explore how virtual influencers, exemplified by Noonoouri, convey environmental messages on Instagram and how audiences respond to these messages. Our findings reveal that virtual influencers employ a multifaceted approach, utilizing informative content and captivating visuals to engage audiences and promote sustainability. Audience responses predominantly reflect admiration, inspiration, and support for virtual influencers' advocacy efforts, highlighting their effectiveness in driving environmental awareness and action. By applying Social Performance Theory as a theoretical framework, this study provides insights into the symbolic interactions and cultural dynamics inherent in influencer communication. The implications of our research extend to informing stakeholders interested in leveraging virtual influencers for sustainability promotion, contributing to the growing body of knowledge in environmental communication and digital marketing. This also contributes to the understanding of the role of media and technology in the social construction of environmental problems and solutions.