Sustainability signaling through <scp>PR</scp> gifting to social media influencers: A brand perspective

Abstract This study examines how fashion brands' PR package gifting to social media influencers shapes consumer perceptions of sustainability. Guided by Consumer Culture Theory, it analyzes TikTok unboxing videos and 34,000+ comments using netnography. Findings show that gifting is driven by aesthetics and relationships, while sustainability discussion is minimal, with fewer than 1% of comments mentioning environmental concerns. PR packaging acts as a symbolic resource through which consumers interpret identity, morality, and authenticity. This research extends sustainability and social media scholarship by highlighting incidental sustainability signaling embedded in mainstream influencer marketing rather than explicit environmental messaging.