The Influence of Social Media Influencers on Public Opinion Formation Regarding Environmental and Climate Change Issues

Abstract

In the past two decades, the global urgency of environmental degradation and climate change has led to increased public awareness. However, translating this awareness into meaningful public opinion and behavior remains a challenge. This study aims to analyze the role of social media influencers in shaping public opinion on environmental and climate change issues. Influencers, with their persuasive narratives and wide digital reach, have emerged as prominent actors in the landscape of environmental advocacy. Using a qualitative literature review method, this research draws upon ten peer-reviewed studies published between 2019 and 2024, focusing on communication strategies, narrative techniques, and audience engagement mechanisms used by influencers. The results show that influencers are instrumental in reframing complex climate science into accessible and emotionally resonant messages. Platforms such as Instagram, YouTube, and TikTok serve as key channels for spreading sustainability values, with influencer credibility, parasocial relationships, and emotional storytelling being the most impactful features. Influencers not only disseminate information but also motivate behavioral change and civic participation, particularly among younger generations. Furthermore, their ability to personalize content increases trust and makes climate discourse more relatable. The findings emphasize that influencers play a central role in bridging the gap between scientific knowledge and public understanding. This study contributes to a deeper understanding of the socio-digital dynamics shaping public environmental consciousness and offers theoretical insights for future research and advocacy campaigns.