Social Media Influencers as CSR Advocates

The Role of Credibility, Normative Legitimacy, and Public-Serving Motives

Bibliographic Data

ID12169935
AuthorsJun Zhang (0000-0003-1706-1611, Middle Tennessee State University, corresponding author), Li Chen (0000-0002-8432-3338, Weber State University), Dongqing Xu (0000-0002-5699-1873, University of Minnesota)
Year2025
Publication date2025-09-04
Open AccessYes
TypeARTICLE
VenueSocial Science Computer Review (JOURNAL)
Journal identifiersISSN: 0894-4393 • E-ISSN: 1552-8286
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/08944393251376702
OpenAlexW4413975249
LanguageEN
References cited49

This study investigates the role of social media influencers (SMIs) in shaping public perceptions of corporate social responsibility (CSR) initiatives. It specifically examines how perceptions of CSR normative legitimacy interact with SMI credibility to influence public support for CSR efforts through public-serving motives and positive moral emotions. An online survey of 491 U.S. participants measured the impact of CSR normative legitimacy on public-serving motives and positive moral emotions, which subsequently influence CSR-supportive behaviors. SMI credibility, assessed through trustworthiness, attractiveness, and expertise, was examined as a potential moderator in this relationship. The results show that CSR normative legitimacy significantly enhances public-serving motives and positive moral emotions, leading to greater public support for CSR initiatives. SMI credibility, particularly trustworthiness and attractiveness, moderates this relationship, amplifying the positive effects of CSR normative legitimacy

Business · Corporate social responsibility · Credibility · Influencer marketing · Legitimacy · Normative · Political science · Politics · Public relations · Social media · Sociology · Source credibility · Corporate Social Responsibility Reporting · Digital Marketing and Social Media · Knowledge Management and Sharing · Marketing

Tools

Open DOI