Sustainability and Social Responsibility

Social Media Influencers’ Social Cause Communication and Perceived Authenticity

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Abstract

The objective of this study is to investigate the antecedent factors and outcomes of influencers' perceived social responsibility authenticity when they organically communicate social causes on social media. A 2 (low vs. high transparency) x 2 (social cause non-fit vs. fit) between-subjects experimental design was employed for the study, and structural equation modeling was conducted. Transparency in influencers' social cause communication positively affects consumers' perception of influencers' social responsibility authenticity, which is significantly moderated by social cause fit. Perceived authenticity positively impacts consumers' attitude toward the influencer, subsequently affecting their purchase intention and intention to engage in social cause communication. The present study laid the first stone to investigate influencers' organic social cause communication, considering them as business entities with social responsibilities. The study helps understand communication practices that are catalysts in enhancing consumers' positive perceptions of the influencer and behavioral intentions.

Keywords: social media, influencer, social cause, communication, perceived authenticity

How to Cite:

Lee, A. & Chung, T., (2024) “Social Media Influencers’ Social Cause Communication and Perceived Authenticity”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17373