Abstract
AbstractThis article examines the philanthropy/marketing interface with reference to celebrity philanthropy, focusing on the American YouTube star, MrBeast, and the Chinese government regulation of celebrities and social media influencers. Celebrity nowadays can refer to film and music stars with international broadcast media visibility and to people who create their own fame through social media and appeals to niche markets/audiences (social media influencers). While the United States of America has historically used tax incentives to encourage elite philanthropy as a matter of individual choice, the Chinese government is regulating the cultural industries to promote and direct celebrity and influencer philanthropy towards government‐endorsed development goals. Comparing debates about MrBeast philanthropy with the operation of philanthropy in China highlights different ideas about celebrity/influencer philanthropy and the role it can play in supporting public welfare.
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