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

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.