Volume V Special Issue I January 2025

Name of Author : Dr. Aastha Saxena

Title of the paper : Social Media Influencers as Drivers of Social Change: The Role of Influencers in Promoting Socially Responsible Brands

Abstract: Social media influencers have become key players in digital marketing, leveraging their online presence to shape consumer behavior and public opinion. Beyond promoting products and services, many influencers now champion social causes and advocate for socially responsible brands. This paper explores the role of social media influencers as drivers of social change, particularly in promoting brands that prioritize sustainability, ethical practices, and social responsibility. Through an examination of influencer marketing strategies, consumer perceptions, and brand loyalty, this study aims to understand the dynamics between influencers and socially conscious brands. By analyzing case studies and current literature, the research investigates how influencers contribute to increased awareness, trust, and engagement with socially responsible brands. The findings suggest that influencers, due to their perceived authenticity and relatability, can significantly impact consumer attitudes toward ethical consumption and drive positive social change. However, challenges such as consumer skepticism and potential accusations of inauthenticity also underscore the complexity of influencer driven social advocacy.

Keywords : Social Media Influencers, Socially Responsible Brands, Social Change, Consumer Behavior

DOI :

Page Number : 13-17