The Impact of Celebrity and Influencer Advocacy on Corporate Social Responsibility

The impact of celebrity and influencer advocacy on Corporate Social Responsibility (CSR) is investigated in this master's thesis by examining the influence that high-profile individuals and corporations have on one another when it involves activism. The introduction makes it clear that CSR has become a key component of corporate strategies, with the rise of celebrity and influencer advocacy being a noteworthy development. This study aims to answer the question, "How do companies and celebrities/influencers influence each other's activism?" The thesis looks at current research on the impact of celebrity and influencer advocacy on CSR and evaluates it. It also looks at how these influential people can affect business behavior and consumer perceptions. Using a keyword string that includes terms like CSR, brand activism, ESG, socio-political issues, celebrities, and influencers, the methodology entails a thorough review of pertinent studies released after 2014. Researchers and practitioners in marketing, public relations, and sustainability, as well as people interested in the function of celebrities and influencers in promoting social and environmental concerns, will find the study's findings of interest. This thesis aims to provide a thorough overview of the influence of celebrity and influencer advocacy on CSR, elucidating the potential benefits and drawbacks associated with this increasingly common phenomenon by integrating and evaluating current research.