Unraveling the Role of Social Media Influencers’ Characteristics in Increasing Consumer CSR Engagement: A Perspective from Social Learning Theory

Date
2024-01-03
Authors
Yang, Kiseol
Menchaca, Elisha
Esquivel Lizarraga, Brenda
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2816
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Abstract
With the growing importance of CSR practices and the use of social media influencers in promoting companies’ CSR initiatives, it is timely to identify the role of social media influencer characteristics in increasing consumer CSR engagement to provide implications in selecting the right social media influencers for their CSR initiatives. This study examined the role of social media influencer (SMI) characteristics that affect perceived credibility of SMIs’ CSR messages, foster consumer desire to mimic SMIs’ CSR activities, and increase consumer CSR engagement. Further, the moderating role of SMIs’ deinfluencing activities was examined. The findings of this study suggest that authenticity, trustworthiness, and expertise of SMIs can increase perceived credibility of SMIs’ CSR endorsement, consumer desire to mimic the SMIs’ CSR activities and CSR engagement. SMIs’ deinfluencing activities increase consumer desire to mimic the SMIs’ CSR activities as consumers perceive the CSR message as credible. The study findings advance our understanding of how consumers respond to SMIs’ CSR endorsement and increase our insights to promote CSR initiatives by partnering with the right SMIs who can effectively promote their followers’ CSR participation.
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Social Media Influencers and Influencing, csr endorsement, deinfluencing activity, mimicry desire, social media influencer
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8 pages
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Proceedings of the 57th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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