Analyzing the Influence of Celebrity Endorsement on Climate Change

Abstract

Social media becomes the fastest communication medium of the era and had a deep impact on the attitudes of the users. Apart from the negative impacts of social media, it has potential to play an important role in exposing climate change that losses the resilience of the ecosystem of our planet, the daily life of human beings and other species. These impacts have been widely discussed on mainstream media. However, the role of social media, being a diverse media in nature, has been widely unexplored. This research is based on the premise that the social media, being a major source of inspiration and a triggering tool, enables the climate change activists around the world to fight for climate change and avoid its severe impacts. The study is qualitative in nature. In this study, the researcher explored the role of social media and how it makes trends of the tweets by the celebrities in Pakistan to initiate debates to fight climate change. The purposive sampling technique was adopted to analyze the tweets of four social media celebrities that initiate debates and mobilize environmental activist to build pressure on the policymakers for revising environmental policies and quick action to mitigate the environment losses during 2019 to 2021. The researcher conducted a survey from twitter users, adopting purposive sampling to explore the impacts of celebrities’ tweets about climate change. The results proves that celebrities are more concerned with climate changes as compare to politicians. Further, INGO’s and social activists are also taking keen interest to bring change on individual level.