Prosocial messages (influencers)

Abstract

[eng] This bachelor's thesis analyzes the influence of influencers' prosocial messages on social media, focusing on their impact on contemporary society. We explore the importance of influencers' credibility, the effectiveness of prosocial messages and their relationship with consumer behavior. Through a literature review and survey analysis, we examine how influencers can promote awareness of relevant social issues, such as mental health and environmental sustainability, and how this affects consumers' attitudes and purchasing decisions. Our findings reveal that prosocial messages delivered by influencers have a significant impact on today's society, promoting positive change and active participation in important social issues. This study highlights the need for further research and awareness of the role of influencers in spreading pro-social messages in the digital age.