Prosocial causes: How influencers contribute to the common good

Social media influencers are typically associated with promoting branded, non-essential goods. However, many influencers also advocate for prosocial causes, either independently or commissioned by third parties. This chapter examines how influencersengage in content creation that aims to drive positive societal change through influencing their audience members’ behavior. Most existing research focuses on the promotion of sustainability and public health causes. The chapter explores how consumers are persuaded by such communications. The effectiveness of influencers in promoting prosocial causes primarily stems from their status as trusted opinion leaders and role models who still appear relatable and authentic. Many organizations enlist the help of influencers to reach previously uninterested or hard-to-reach audiences, although behavioral evidence of their effectiveness remains limited.