Identity and Online Advocacy

Ad-virtuous: Marketable Morality, Virtue Signalling, and the Corporate Hijacking of Social Advocacy

The use of social advocacy movements to further brand identity and advertisement has distracted from the original importance of the movement itself. Most of the data is gathered from marketing case studies, these explain the efficacy of Social Responsibility and Cause Related Marketing. Supporting and corroborating information is gathered from news articles and corporate media releases. For what started as an altruistic show of community support, Cause Related Marketing has become more of a parasitic strategy where Brands to piggyback on trending social movements to garner good will from consumers, even while hypocritically engaging in their own ethically questionable practices. While there are still some business who are trying to be socially responsible, well known companies are taking advantage for profit.