The dynamics of social media influencer-driven CSR advertising: The role of sponsorship disclosure and perceived similarity

ABSTRACT

Drawing upon the Persuasion Knowledge Model, this study investigates the boundary conditions and psychological mechanisms aimed at enhancing the effectiveness of corporate social responsibility (CSR) advertising when conveyed by social media influencers (SMI) targeting Generation Z consumers. To this end, two experiments were conducted to examine the interaction impacts of disclosure prominence (implicit vs. explicit), endorsement type (brand vs. CSR), and perceived similarity on online behavioral intentions, mediated by perceptions of manipulativeness. The findings of Study 1 revealed that implicit disclosure played a more significant role in eliciting positive behavioral intentions to SMI-CSR advertising, while the opposite results were found for SMI-brand advertising. The results of Study 2 demonstrated that explicit disclosure was less likely to generate perceived manipulativeness toward SMI-CSR ads endorsed by SMIs with low similarity. However, the level of perceived manipulativeness was similar for SMI-CSR ads by SMIs with high similarity regardless of disclosure prominence. Notably, perceived manipulativeness emerged as a significant mediator underlying these interactions in both studies. The theoretical and practical implications are also discussed.

KEYWORDS:

• Social media influencers
• SMI-CSR advertising
• sponsorship disclosure
• perceived similarity
• Gen Z

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Mikyoung Kim

Mikyoung Kim (Ph.D., Michigan State University) is an Associate Professor in the School of Advertising and Public Relations at Hongik University, South Korea. Her research focuses on consumer responses to marketing strategies across diverse digital media platforms, as well as investigating consumer behaviors related to sustainability.

Hyun Ju Jeong

Hyun Ju Jeong (Ph.D., Michigan State University) is an associate professor at the Department of Integrated Strategic Communication, College of Information and Communication, University of Kentucky. Her research focuses on corporate social responsibility, strategic message effectiveness, and digital engagement.