Ai Ming Chow – The Conversation

As the influencer ecosystem expands and its culture evolves, there is increasing pressure for the industry to prioritize ethics over profit. (Shutterstock)

June 3, 2025

Are influencers villains, victims or champions of change? The reality is more complex

Aya Aboelenien, HEC Montréal and Ai Ming Chow, The University of Melbourne

Are social media influencers villains exploiting their audiences, victims of an unregulated industry or champions driving positive change?

Les influenceurs éthiques créent du contenu qui vise à éduquer leur public en ligne sur l'impact des habitudes de consommation quotidiennes et des modes de vie plus durables. (Shutterstock)

June 20, 2024

Comment les « influenceurs éthiques » incitent leur public à sauver la planète

Alex Baudet, Université Laval; Aya Aboelenien, HEC Montréal, and Ai Ming Chow, The University of Melbourne

Les influenceurs utilisent généralement es médias sociaux afin d’inciter les gens à consommer. Cependant, les influenceurs éthiques utilisent leur présence pour plaider en faveur de pratiques durables.

Ethical influencers create content that aims to educate their online audiences about the impact of day-to-day consumption habits and more sustainable lifestyles. (Shutterstock)

May 15, 2024

How ‘ethical influencers’ engage their audiences about saving the planet

Aya Aboelenien, HEC Montréal and Ai Ming Chow, The University of Melbourne

Much of social media influencing is about getting people to consume more. However, ethical influencers are using their online presence to advocate for sustainable lifestyles.

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