Online Environmental Management: Connecting Management and Stakeholders Via Influencer Marketing
Date
2023-05
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To effectively address modern environmental problems, managers require the input of practitioners, scientists, and stakeholders on local to international scales. With the rise of social media, traditional approaches to engaging stakeholders risk becoming antiquated. Social-media-based marketing methods may represent opportunities for managers to enhance their stakeholder engagement abilities. This project tested the utilization of Influencer Marketing (IM), an approach used to reach particular demographics through pre-established online communities and relationships, to increase the number of core stakeholders engaged by The State of Hawaii Division of Aquatic Resources (DAR). DAR sponsored Social Media Influencers (SMIs) to post sponsored content designed to engage DAR’s core stakeholders and elicit their participation in four projects. Project-1 and Project-3 were meetings used to engage and inform DAR’s stakeholders. Project-2 and Project-4 were online stakeholder surveys used to begin designing DAR’s new policies. Each Project provided methodology lessons and potential trends adapted to the subsequent Projects. Effectiveness was determined through comparisons with DAR’s past projects, survey results, SMI metadata, and independently tracked URLs. The results of each project varied, but all showed an increase in the number of engaged stakeholders compared to DAR’s traditional approaches: Project-1 yielded an 83.1% increase in meeting attendance (p<0.01); Project-2 resulted in 3,277 survey responses, 90.3% originating from the survey “going viral” by the posts of unsponsored SMIs; Project-3 yielded a 50.7% increase in meeting attendance (p<0.05); Project-4 resulted in 191 survey responses, of which stakeholders submitted 99.5%. The effectiveness of IM for stakeholder engagement appears to be affected by the messaging used by sponsored SMI and the platforms sponsored content is posted on. This project demonstrated that IM could be utilized to engage the stakeholders of environmental managers and that SMIs with identities similar to those of stakeholders can have concentrations of stakeholders in their followings. Furthermore, independent SMIs were found to be able to unilaterally affect policy.
Description
Includes 18 page paper titled "Online Environmental Management: Connecting Management and Stakeholders Via Influencer Marketing", 54 page presentation titled "Online Environmental Management, Connecting Management and Stakeholders Via Influencer Marketing" and a website with details on the origins of the capstone project titled "https://www.kaponogaughen.com/"
Keywords
YouTube, Instagram, Content Creator, Fisheries Management, Government Communications, Internet personalities, Influencer marketing, Stakeholder management, Fishery management--Planning, Social media in government, Public meetings, Surveys, Social media--Political aspects, Social media--Economic aspects, Marine resources--Management
Citation
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33 pages
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dissertation or thesis
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Hawaii
Polynesia
Pacific Area
Hawaii--Oahu
Polynesia
Pacific Area
Hawaii--Oahu
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Rights Holder
Gaughen, Kapono
Local Contexts
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