SUSTAINABLE INFLUENCERS FOR CSR CAMPAIGNS: THE EFFECTS OF INFLUENCER-CAUSE FIT AND THE MEDIATING ROLE OF ALTRUISTIC MOTIVE AND PARASOCIAL INTERACTION

A between-subject online experiment (N = 178) was conducted to examine how activist influencers can partner with brands to promote CSR initiatives. A sequential mediation model revealed that influencer-cause fit predicts eWOM intent to promote a brand's CSR initiative through perceived altruist...

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Bibliographic Details
Published inAmerican Academy of Advertising. Conference. Proceedings (Online) p. 9
Main Author Kim, Hyosun
Format Conference Proceeding
LanguageEnglish
Published Lubbock American Academy of Advertising 01.01.2022
Subjects
Advertising campaigns
Altruism
Influencer marketing
Social activism
Social responsibility
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Summary:A between-subject online experiment (N = 178) was conducted to examine how activist influencers can partner with brands to promote CSR initiatives. A sequential mediation model revealed that influencer-cause fit predicts eWOM intent to promote a brand's CSR initiative through perceived altruistic motive and subsequent parasocial interaction. That is, activist influencers' area of expertise and the identity they create on Instagram should be closely related to the cause the brand supports to evoke an altruistic motive; however, the perceived altruistic motive does not mediate the relationship between influencer-cause fit and eWOM intention alone and PSI should be taken into account to successfully promote CSR initiatives when partnering with influencers.
ISSN:0883-2404