This study investigates the role of human brands in initiating and propagating online social movements. Employing social network analysis (SNA), we examined the communication patterns and influence of 50 prominent human brands on Twitter over a six-month period. Results indicate that human brands with high network centrality (p < 0.01) and larger follower bases (r = 0.78) play pivotal roles in catalyzing and steering online movements.

Content analysis of 10,000 high-engagement tweets revealed that messages containing emotional elements and calls-to-action were most effective in mobilizing users (χ2 = 42.3, df = 3, p < 0.001). The Louvain community detection algorithm identified five primary clusters of human brands based on their activity domains.

Our findings demonstrate that human brands serve as key nodes in digital activism networks, with their influence amplified by strategic message framing and network positioning. The study contributes to the growing body of literature on digital social movements by elucidating the mechanisms through which human brands shape online collective action.

This research offers valuable insights for practitioners in social media marketing, public relations, and digital activism, providing a framework for leveraging human brand influence in online spaces. Future studies could explore the long-term impact of human brand-led movements on societal change and investigate cross-platform dynamics in movement formation.