Social Media Influencers as CSR Advocates: The Role of Credibility, Normative Legitimacy, and Public-Serving Motives

Jun Zhang, Li Chen, Dongqing Xu, School of Journalism and Strategic Media, Scott Borchetta College of Media and Entertainment, Middle Tennessee State University, Department of Communication, Weber State University, Hubbard School of Journalism and Mass Communication, University of Minnesota

Social Science Computer Review

Published online on September 04, 2025

Abstract

Social Science Computer Review, Ahead of Print.
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 ...