#TeamTrees: Investigating How YouTubers Participate in a Social Media Campaign

YouTube is not only a platform for content creators to share videos but also a virtual venue for hosting community activities, such as social media campaigns (SMCs). SMCs for public awareness is a growing and reoccurring phenomenon on YouTube, during which content creators make videos to engage their audience and raise awareness of global challenges. However, how the unique celebrity culture on YouTube affects collective actions is an...