Social Media, Influencers, and Adoption of an Eco-Friendly Product

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The article investigates the role of social media and influencers in advancing positive communication. In this study, the focus was to examine whether there is any relationship between social media, influencers, and the adoption of an eco-friendly pesticide. Social media and influencers are low market tools. They have been used to enhance business marketing in many parts of the world. Despite this development, data has been scanty on these low-cost marketing tools' role in positively impacting the environment.
The findings of the article are very interesting. The researchers amazingly found out that using these low-cost tools (social media and influencers) positively impacted the farmers to adopt the eco-friendly pesticide. As Zhang et al. (2021) no...