Cultivating conservation connections: A look at virtual influencers in promoting environmental awareness on social media

This research explores how virtual influencers use visual aesthetics and storytelling to promote environmental awareness and encourage pro-environmental behaviour, focusing on Leya as a case study. Findings reveal that Leya uses captivating nature visuals and human-animal connections to promote environmental harmony and sustainability. Through a personal, conversational storytelling style, Leya humanises animals and engages her audience emotionally. She positions herself as a companion rather than an authority, focusing on hope and the beauty of nature rather than the negative aspects of environmental degradation. The study also explores audience perceptions, revealing a mix of admiration and skepticism, particularly regarding Leya's digital persona. Findings highlight the effectiveness of virtual influencers in creating relatable, emotionally charged content, while also addressing challenges in building trust and credibility for environmental advocacy. The study contributes to the growing body of literature on digital activism by demonstrating the unique potential of virtual influencers to promote environmental awareness, while also revealing the challenges they face in establishing genuine connections with their audiences.