How could influencer marketing be utilised as a vector to support Corporate Social Responsibility, as it represents a great influential tool and, therefore, positively contribute to solving sustainability concerns? A study on marketing professionals’ point of view

The objective of this master thesis is to explore the potential synergy that could happen between the concepts of influencer marketing and Corporate Social Responsibility which would foster sustainable development. An extensive scientific literature review has been established over influencer marketing and Corporate Social Responsibility, in particular its sustainability dimension, first separately, followed by an analysis of them jointly over sustainable influencers. The second part of this thesis is dedicated to an empirical study aiming at answering this thesis’ research question: “How could influencer marketing be utilised as a vector to support Corporate Social Responsibility, as it represents a great influential tool and, therefore, positively contribute to solving sustainability concerns?”. The standpoint of this study is companies’ and their marketing professionals’ point of views. Therefore it includes semi-directive interviews of marketing professionals as well as case studies on current field practices. This study has enabled the comparison of the theoretical and the empirical data on the subject, while answering the research question and providing the literature and field professionals with new insights and ideas on how to utilise influencer marketing for sustainability purposes.