Social Sustainability and the Impact of Social Media Influencer Campaigns on the Positive eWOM and Purchase Intention of Youth Subcultures

With the prevalence of consumerism, it is necessary to understand the factors that influence consumer purchasing behaviour and intentions. Social sustainability has become a crucial pillar alongside economic sustainability and environmental sustainability in recent years. Using a critical literature review approach, this chapter defines and explores social sustainability within a fashion marketing context, focussing on the growth and development of diverse and inclusive social media influencer campaigns. Moreover, the chapter reviews the inferences and implications of such campaigns on the positive eWOM and purchase intention of a growing subculture group within Generation Z: LGBTQ+. A theoretical framework is developed to synthesise the critical terms for further empirical testing and development within the research community, to enhance our knowledge and understanding of this overarching phenomenon. Finally, this chapter makes recommendations for further qualitative research in the future.