Relevance, commitment, and impact: Aspirational formulations of investing-related influencer collaborations in the context of ethical fashion
HEIDI HIRSTO
School of Marketing and Communication, University of VaasaFinland
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e CECILIA HJERPPE
School of Marketing and Communication, University of VaasaFinland
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19 mag 2025
INFORMAZIONI SU QUESTO ARTICOLO
Pubblicato online: 19 mag 2025
Pagine: 57 - 75
DOI: https://doi.org/10.2478/njms-2025-0004
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© 2025 HEIDI HIRSTO et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Aspirational formulations of investing-related influencer collaborations
| Formulation | Focalised relationship | Role of company (influencer’s perspective) | Emerging influencer role & legitimacy | Aspirational-affective core message |
|---|---|---|---|---|
| Renewal of relevance | Between influencer and self-brand or community | Symbolic possession | Socially aware and re-energised influencer-investor | By investing I (and you) can become something new and exciting |
| Long-term commitment | Between influencer and company/brand | Partner in ethical work | Multifaceted ethical entrepreneur | By investing in an ethical brand, I and the brand can jointly co-construct ethicality |
| Concrete impact | Between influencer and society | Vehicle for / champion of ethical aspirations | Activist-influencer | By (financially) supporting ethical business, we can change the world together |