Digital marketing campaigns increasingly utilize social media influencers. Research in influencer marketing has investigated popularity metrics but found conflicting results on how the number of followers and likes on posts might influence consumers' behaviors. The present research investigates green living orientation of influencers as a moderating characteristic that leads to differential interpretation of popularity metrics in the context of green advertising messages. Specifically, lower popularity metrics seem to benefit green influencers or “greenfluencers.” An increased perception of trust in greenfluencers with lower popularity results in enhanced attitudes toward a sponsored product and increased purchase intentions. Additionally, consumers are willing to donate higher amounts to a related charity after exposure to a promotional post by a green influencer with low following. We present the results of three lab studies and discuss theoretical and practical implications.

数字营销活动越来越多地利用社交媒体影响者。影响者营销的研究调查了人气指标，但在帖子上的关注者和喜欢的数量如何影响消费者行为方面发现了相互矛盾的结果。本研究将影响者的绿色生活取向作为一种调节特征进行调查，该特征导致在绿色广告信息的背景下对流行指标的不同解释。具体来说，较低的人气指标似乎有利于绿色影响者或“绿色影响者”。对知名度较低的绿色影响者的信任感增加会导致对赞助产品的态度增强并增加购买意愿。此外，消费者在接触到追随者较少的绿色影响者的促销帖子后，愿意向相关慈善机构捐赠更多金额。我们介绍了三项实验室研究的结果，并讨论了理论和实践意义。