There is sometimes direct connection. In some places if India, actors who play deity roles in TV-series based on Hindu mythology, get treated like gods by the poor people. In the US Oprah has clearly moved towards becoming spiritual guru/leader, "The Church of O".

Certain actors, like Keanu Reeves. Tom Hanks etc. first get a good guy reputation, then they become like celebrity saints. First they probably were just a good guys, but now it has become a marketing angle that affects their actions.