Purpose –When communicating CSR initiatives on social media, companies
need to choose the appropriate source and type of messages. Over the last few years
influencers have emerged as a relevant endorser for CSR messages, but there is a lack of
research investigating their effectiveness. Hence, the main goal of this study is to
analyse how the type of source and message framing on social media influence message
credibility, corporate reputation, and word-of-mouth.
Design/methodology/approach ...
Purpose –When communicating CSR initiatives on social media, companies
need to choose the appropriate source and type of messages. Over the last few years
influencers have emerged as a relevant endorser for CSR messages, but there is a lack of
research investigating their effectiveness. Hence, the main goal of this study is to
analyse how the type of source and message framing on social media influence message
credibility, corporate reputation, and word-of-mouth.
Design/methodology/approach – An online experiment with 2 (source:
influencer vs corporate) x 2 (CSR frame motives: values-driven vs performance-driven)
between-subject design was conducted among 200 participants.
Findings - Results showed that the type of source does not affect message
credibility or corporate reputation, but a corporate source generates more word-ofmouth. Moreover, values-driven motives increase corporate reputation and generate
more word-of-mouth. However, the type of frame motives does not impact message
credibility.
Originality/value – This paper tests the effect of framing and source when
communicating CSR on social media. It shows that overall, an effective CSR
communication should be posted by a corporate source and framed by values-driven
motives. Hence, this study contributes to the contemporary literature regarding CSR
communication and provides practical implications for companies.
+
