Design, implement, and evaluate a sustainable influencer marketing framework for SMEs

Thesis Abstract

The rapid rise of digital platforms has intensified competitive pressure on small and medium-sized enterprises (SMEs) to leverage influencer marketing while maintaining long-term sustainability, yet existing practices often prioritize short-term reach over environmental, social, and governance (ESG) considerations and fail to demonstrate measurable value for SMEs with limited marketing resources. This study aims to design, implement, and evaluate a sustainable influencer marketing framework tailored to SMEs by integrating ESG-oriented criteria into influencer selection, content co-creation, and performance measurement. The specific objectives are (1) to develop a conceptual framework that codifies sustainable influencer practices for SMEs; (2) to implement a pilot program with 40 SMEs across three sectors (fashion, food and beverage, and home goods) and 80 carefully selected micro- and nano-influencers over a 12-month period; (3) to evaluate the framework’s effectiveness in improving sustainability metrics (carbon footprint, message authenticity, community engagement, and consumer trust) and marketing outcomes (brand awareness, consideration, and sales) relative to baseline practices; (4) to identify enablers and barriers to adoption and scalability; and (5) to propose a practical toolkit for SME adoption. The study employs a mixed-methods design anchored in the stakeholder and legitimacy theories, complemented by the Resource-Based View to ground capabilities in firm performance. The population comprises SME marketing managers and influencer partners, with a purposive sample of 40 SMEs and 80 influencers, chosen to ensure diverse representation across sectors and digital maturity levels. Quantitative data are collected through pre- and post-intervention surveys, analytics from social media platforms (reach, engagement rate, click-through rate), and sales data from participating SMEs, while qualitative data are gathered via semi-structured interviews with 20 SME managers and 20 influencers and thematic analysis of 60 co-created content pieces. Instrument validity and reliability are established through pilot testing, Cronbach’s alpha checks (? > 0.70), and triangulation across data sources. Data analysis employs regression analyses to test the impact of sustainability-integrated influencer activities on engagement and sales, structural equation modeling to examine causal pathways among framework components, and ANOVA to compare outcomes across sectors. Thematic analysis identifies patterns related to perceived authenticity, trust, and community impact, and content analysis assesses alignment with sustainability criteria and message consistency. Expected findings include statistically significant improvements in brand consideration and online engagement for SMEs deploying the framework, coupled with reductions in reported perceived environmental impact per campaign and higher authenticity scores in influencer content. It is anticipated that the framework will reveal critical mediators such as influencer transparency, co-creation with local communities, and platform-aligned sustainability messaging. The study contributes to knowledge by operationalizing a robust, scalable, sustainability-centered influencer marketing model for SMEs, integrating ESG dimensions into influencer selection and content governance, and providing empirical evidence on the performance implications of sustainable practices in influencer campaigns. It also advances methodological approaches by combining mixed-methods evaluation with a multi-level analysis of micro- and macro-level drivers of SME marketing success. The main conclusion is that a carefully designed sustainability framework can simultaneously enhance marketing outcomes and ESG performance for SMEs, with fidelity to authenticity and community engagement driving long-term brand equity. Practical recommendations include a stepwise adoption plan, a toolkit for SME managers detailing criteria for influencer selection, contract templates that embed sustainability metrics, guidelines for co-created content, and a dashboard for ongoing monitoring of ESG and performance indicators to support continuous improvement and scalability. Potential limitations include sectoral variability, reliance on self-reported sustainability perceptions, and the need for longer follow-up to capture lifetime customer value benefits.