Why do people support social media stars campaigning initiatives?
It seems that the amount of self-disclosure that social media platforms provide (Bazarova and Choi, 2014) contribute to develop certain degree of intimacy with strangers that wouldn’t be possible in face – to face interactions.
Regardless of the fact that such relationships, as those that are built through social media platforms, are made with people who live in distant locations, the sharing of interests create certain type of intimacy between people (Hinton and Hjorth, 2013) similar to the one that is created with our immediate family, that provides a specific environment of trust and support.
Let’s say that you are a follower of a social media star that endorses a campaign. The probabilities for you to support that campaign would be higher than if the same campaign was supported by a famous celebrity whom with you not share any common interests with.
In other words, supporting one of the social media stars you follow, who’s endorsing a campaign, is like supporting one of your ‘friends’. The only difference is that this ‘friend’ is a stranger that you have never met in ‘real life’, and probably don’t even know you exist. But for you, it has become one of the best examples to follow.
Supporting one of the social media stars you follow, who’s endorsing a campaign, is like supporting one of your ‘friends’.
While most social media stars, or influencers, are known for supporting marketing campaigns, there are some who have become ambassadors of social change campaigns and environmental initiatives such as the social media influencer Jerome Jarre, who supports the Foundation ‘Liter of Light’ that dedicates its efforts to bring ‘affordable, sustainable solar light to people with limited or no access to electricity’ (Liter of Light, 2017).
Having social media stars endorsing campaigns seems to be a trend that will continue growing.
Maybe, after reading this you’d like to become the next social media star who would help change the world!
Do you know about any other social media stars who are supporting campaigns?
Or want to tell us about a social media star who you think would like to support a social change or environmental cause?
Please let us know, in the comments section below. Thank you!
The featured image in this article was taken from: https://twitter.com/jeromejarre/media
Note to readers: This post is part of my reflections of Critical Issues in Campaigning at the University of Westminster MA in Media Campaigning and Social Change.
Bazarova, N. N. and Choi, Y. H. (2014). Self-Disclosure in Social Media: Extending the Functional Approach to Disclosure Motivations and Characteristics on Social Network Sites. Journal of Communication. International Communication Association. ISSN 0021-9916. Department of Communication, Cornell University, Ithaca, NY 18450, USA. Available from: https://blogs.cornell.edu/socialmedialab/files/2013/12/Self-Disclosure-in-social-media.pdf
Hinton,S., Hjorth, L. (2013). Understanding Social Media. London: SAGE Publications Ltd.