Yeah, I think it's their philanthropy combined with their lyrics and public image that contribute to their socially conscious image. Celebrities do endorse charities but they aren't usually an extension of their own positive messaging, the way Love Yourself is. From the official campaign bio: "BTS has always been conscious of caring for the world. Ever since their debut in 2013, they have been focused on providing messages of comfort for young people. They never hesitate to express social messages in songs as well as music videos. The member artists of BTS strive, in their own ways, to make the world a better place to live". Fans appreciate that, which they're fully entitled to. It doesn't mean they expect them to make social activism their platform.