Digital stunt philanthropy: Mechanisms, impact, and ethics of using social media influencing for the greater good

In today’s philanthropic landscape, digital platforms and social media have revolutionized the way charitable causes gain awareness and support. This chapter investigates the phenomenon of Digital Stunt Philanthropy (DSP), wherein content creators leverage social media platforms to engage audiences in extraordinary stunt activities while promoting philanthropic goals. Artificial Intelligence (AI), operating behind the scenes on these platforms for recommendation, is a fundamental building block of how this type of content is gaining traction and boosting the visibility of philanthropy. Drawing on the case study of “MrBeast” and “Beast Philanthropy,” we analyze the mechanisms of success and the ethics surrounding this emerging trend. Through a combination of mass outreach and AI-powered algorithmic recommendation, DSP offers innovative ways to engage private philanthropic partnerships with corporate sponsors and nonprofit organizations. However, it also raises significant ethical questions regarding client agency, democratic decision-making, and the broader impact of online exposure to philanthropic issues. By examining the dynamics of this rising trend, this research contributes to a deeper understanding of philanthropy in the digital age and the role of algorithms in fostering viral philanthropic-centered content on platforms like YouTube. Insights derived from this study can inform scholars, nonprofit organizations, and content creators about the potential and challenges of merging entertainment with charitable activities in the digital realm. Ultimately, this research underscores the importance of critically examining the ethical implications of leveraging AI-powered social media platforms for philanthropic endeavors, to ensure that such initiatives uphold principles of transparency and accountability for the greater good.