Item
Leadership in the Age of Content Creators and Influencers: A New Paradigm of Influence and Authority
- Year
- July 2025
- Publisher
- Confluence Journal of Multidisciplinary Studies
- DOI/Link
- View source
- Abstract
- This article explores how social media influencers have become key drivers of contemporary activism, reshaping traditional concepts of leadership. By using their platforms to raise awareness, build communities, and mobilize followers, influencers can transform online engagement—such as hashtag activism—into offline action and real social impact. Focusing on case studies from Morocco and grounded in theories of digital activism and leadership, the study shows how influencers enable grassroots mobilization, democratic participation, and the amplification of marginalized voices. It also examines ethical challenges, including authenticity, backlash, and the tension between advocacy and commercial interests, highlighting both the potential and limitations of influencer-led social movements in driving social change.
- Language
- English
- Keywords
- Influencer culture and content creators