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One of social media’s influences on public relations has been the connection they provide organizations with stakeholder groups, and the need to recognize new and emerging stakeholder groups and their influence on the organization. One such stakeholder group with social media-borne influence and recognition in public relations is brand ambassadors, who distribute organizational content to social networks. This study examines the meanings and motivations of brand ambassadors in establishing relationships with an organization, and their considerations in representing and distributing content for an organization. In particular, we examined the consideration of corporate social responsibility (CSR) content among brand ambassadors. Findings suggest complex considerations of loyalties, commitments, and stakes within the brand ambassador-organization relationship. CSR content’s value among ambassadors was questionable. The ethical issues of organizational ties, including compensation, are discussed.

Rise of the Brand Ambassador: Social Stake, Corporate Social Responsibility and Influence among the Social Media Influencers