Work

Sustainability signaling through PR gifting to social media influencers: A brand perspective

Year: 2026

Type: article

Abstract: This study examines how fashion brands' PR package gifting to social media influencers shapes consumer perceptions of sustainability. Guided by Consumer Culture Theory, it analyzes TikTok unboxing videos and 34,000+ comments using netnography. Findings show that gifting is driven by aesthetics and relationships, while sustainability discussion is minimal, with fewer than 1% of comments mentioning environmental concerns. PR packaging acts as a symbolic resource through which consumers interpret identity, morality, and authenticity. This research extends sustainability and social media scholarship by highlighting incidental sustainability signaling embedded in mainstream influencer marketing rather than explicit environmental messaging.

Source: Family and Consumer Sciences Research Journal

DOI: 10.1002/fcsr.70055

Authors: Ting Chi, McKenzie Duquaine, Joshua Mollel, Juan Doria

Institution: Washington State University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: hybrid

Estimated APC paid: $2,900