Digital activist influencers: Toward a conceptual proposition

• de Souza-Leão, André Luiz Maranhão ^[1]
  1. [1] Universidade Federal de Pernambuco

     Universidade Federal de Pernambuco

     Brasil

     
• Localización: Revista Pretexto, ISSN-e 1984-6983, Vol. 26, Nº. 4, 2025 (Ejemplar dedicado a: Vol.26, No 4 - outubro a dezembro 2025)
• Idioma: portugués
• Enlaces
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• Resumen

  • This article proposes the concept of digital activist influencers, exploring their role in promoting public causes on social media. This proposition emerges from the intersection of the phenomena of digital influencers and digital activism, examining the similarities and differences between these practices. Digital activist influencers are presented as hybrid figures who promote public causes by mobilizing audiences through perceived authentic narratives and engaging practices. The concept addresses a gap in understanding their role as cultural and political mediators, offering a framework to analyze the convergence of digital influence and activism in consumer culture. This approach contributes to a holistic understanding of digital influence by incorporating ethical, social, and political dimensions into consumer analysis. The article discusses practical implications for various stakeholders and suggests future research directions. This perspective aims to offer new insights into the intersection of consumption, activism, and digital technologies.