Leveraging Social Media Influencers to Foster SDG 17: Exploring Digital Partnerships for Global Sustainability Advocacy

Abstract

SDG 17 (Sustainable Development Goal 17) underscores the partnerships around the globe as a significant tool of ensuring that the 2030 Agenda is realized. The introduction of social media has changed the way communication is conducted and the social media influencers (SMIs) have risen as bodies of awareness and advocacy. The current paper examines how digital alliances between SMIs and organizations specializing in sustainability can facilitate the SDG 17 activities. A mixed-methods approach was employed with research data being collected using surveys of SMIs, interviews of non-governmental organizations (NGOs), and content analysis of social media campaigns. Findings show that influencers can create more engagement with the public, create awareness, and invite contributions to sustainability actions, particularly where partnerships are sincere and tactically congruent with company agendas. The main challenges are lack of consistency in messaging, narrow impact measurement and the threat of tokenistic partnerships. It is possible to note that the study acknowledges the possibility of the advocacy with influencers, being aware of certain limitations that may affect the advocacy in practice, i.e., visibility algorithms and resources. Areas to be examined in future studies on longitudinal impact assessments, multi-platform strategies and mechanisms of standardized evaluation of digital partnership success in terms of sustainability advocacy should be considered.