From Reels to Real Change : Sustainability Messaging through Short-Form Video by Influencers
Toktassynova, Rabiya (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051712861
https://urn.fi/URN:NBN:fi:amk-2025051712861
Tiivistelmä
This thesis explores how sustainability influencers construct and communicate environmental messages through short-form video content on platforms such as Instagram Reels and TikTok. Through a qualitative multiple case study design, eight influencers from Central Asia were interviewed to investigate their strategies, narratives, and audience engagement approaches.
Despite the regional focus, the study draws out globally relevant insights by applying four theoretical frameworks: Social Cognitive Theory, Diffusion of Innovations, Media Richness Theory, and the Theory of Planned Behavior. Thematic analysis revealed five key themes: emotional storytelling, simplification of complex information, modeling behavior, framing of personal vs. collective benefits, and interactive audience engagement. Influencers effectively use rich media to build self-efficacy, influence subjective norms, and shape sustainability discourse.
The study concludes that short-form video offers a powerful vehicle for informal environmental education. Limitations include regional sample, language translation, and scope. Recommendations include cross-regional comparison and content strategy insights for sustainable campaigns.
Despite the regional focus, the study draws out globally relevant insights by applying four theoretical frameworks: Social Cognitive Theory, Diffusion of Innovations, Media Richness Theory, and the Theory of Planned Behavior. Thematic analysis revealed five key themes: emotional storytelling, simplification of complex information, modeling behavior, framing of personal vs. collective benefits, and interactive audience engagement. Influencers effectively use rich media to build self-efficacy, influence subjective norms, and shape sustainability discourse.
The study concludes that short-form video offers a powerful vehicle for informal environmental education. Limitations include regional sample, language translation, and scope. Recommendations include cross-regional comparison and content strategy insights for sustainable campaigns.