Gender and Advocacy: Social Causes and Brand Endorsements Among Global Social Media Influencers

This study explores the intersection of social advocacy and commercial brand endorsements, with a particular focus on the role of gender in shaping these dynamics. Drawing from Social Role Theory, the study examines how male and female social media influencers engage in advocacy, their motivations, and the strategies they employ when balancing activism with commercial interests. Using qualitative methods, in-depth semi-structured interviews were conducted with 20 social media influencers (10 male, 10 female) recruited from diverse geographic regions across Africa, Asia, the Americas, and Europe. A reflexive thematic analysis of the interview data reveals significant gender differences in advocacy approaches. Female influencers tend to engage in social causes with a strong relational and emotional investment. In contrast, male influencers approach advocacy with cautious engagement, often prioritizing objectivity and risk management. In examining the intersection of brand endorsements and advocacy, the study finds that female influencers emphasize ethical consistency and audience trust, aligning brand partnerships with their social values. Male influencers, on the other hand, view advocacy as a strategic asset that enhances brand reputation while maintaining professional neutrality. The research also offers practical implications for brands considering hiring influencers who engage in social cause advocacy.