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Corporate Social Responsibility and Social Media Influencers : = Effectiveness of CSR Brand-Endorsed Messaging on Consumers.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Corporate Social Responsibility and Social Media Influencers :/
Reminder of title:	Effectiveness of CSR Brand-Endorsed Messaging on Consumers.
Author:	Sarmiento, Hannah.
Description:	1 online resource (92 pages)
Notes:	Source: Masters Abstracts International, Volume: 85-10.
Contained By:	Masters Abstracts International85-10.
Subject:	Web studies. -
Online resource:	click for full text (PQDT)
ISBN:	9798382314945

Corporate Social Responsibility and Social Media Influencers : = Effectiveness of CSR Brand-Endorsed Messaging on Consumers.
Sarmiento, Hannah.

Corporate Social Responsibility and Social Media Influencers :Effectiveness of CSR Brand-Endorsed Messaging on Consumers. - 1 online resource (92 pages)

Source: Masters Abstracts International, Volume: 85-10.

Thesis (M.A.)--University of South Florida, 2024.

Includes bibliographical references

Corporate social responsibility and social media influencers have both become key components in corporations' strategic communication. Social media influencers who are knowledgeable on the subject they are communicating have been found to be influential on consumers attitudes and behaviors. Fit between brand-endorsed messages and the spokesperson have also been found to have similar effects. Grounded in the Source Credibility Model and Congruence Theory, the study aimed to identify and analyze the main and interaction effects of perceived expertise of social media influencers and perceived fit between a brand and its social media influencer on consumer attitudes and behaviors. The research study utilized a between-subjects experimental method to analyze the effects of spokespersons perceived expertise and perceived fit to a brand and their CSR message. Results collected from an online questionnaire found that there were no statistically significant interaction effects of expertise and fit on consumers attitudes and behaviors across treatments. Although there were significant main effects that found that perceived expertise and perceived expertise were influential in determining the consumers' attitudes towards the brand and behaviors towards the brand. Theoretical implications suggest further research through the expansion of the method and manipulations. Practical implications of the study address how social media influencers and corporations can enhance their brand and business.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798382314945Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

Behavioral intentionsIndex Terms--Genre/Form:

554714
Electronic books.

Corporate Social Responsibility and Social Media Influencers : = Effectiveness of CSR Brand-Endorsed Messaging on Consumers.
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520 $a Corporate social responsibility and social media influencers have both become key components in corporations' strategic communication. Social media influencers who are knowledgeable on the subject they are communicating have been found to be influential on consumers attitudes and behaviors. Fit between brand-endorsed messages and the spokesperson have also been found to have similar effects. Grounded in the Source Credibility Model and Congruence Theory, the study aimed to identify and analyze the main and interaction effects of perceived expertise of social media influencers and perceived fit between a brand and its social media influencer on consumer attitudes and behaviors. The research study utilized a between-subjects experimental method to analyze the effects of spokespersons perceived expertise and perceived fit to a brand and their CSR message. Results collected from an online questionnaire found that there were no statistically significant interaction effects of expertise and fit on consumers attitudes and behaviors across treatments. Although there were significant main effects that found that perceived expertise and perceived expertise were influential in determining the consumers' attitudes towards the brand and behaviors towards the brand. Theoretical implications suggest further research through the expansion of the method and manipulations. Practical implications of the study address how social media influencers and corporations can enhance their brand and business.
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