Abstract
Social Media has become a place for Social Media Influencers (SMIs) and brands to interact with users. For decades, brands and companies have been engaging in Corporate Social Responsibility, which has recently become highly visible through social media. While not brands, SMIs have also started engaging in and creating social responsibility content on social media platforms, such as Instagram. An experimental design study of 421 participants was conducted to examine and compare consumer perceptions. Using self-presentation theory as a framework and experimental design, this study analyzes consumer perceptions of brand and SMI credibility and authenticity when engaging in social responsibility content on social media.
Degree
MA
College and Department
Fine Arts and Communications; Communications
Rights
https://lib.byu.edu/about/copyright/
BYU ScholarsArchive Citation
Silva, Lauren Elizabeth, "Influence for Change: Consumer Perceptions of Social Media Influencer Engagement in Social Responsibility" (2021). Theses and Dissertations. 9285.
https://scholarsarchive.byu.edu/etd/9285
Date Submitted
2021-11-23
Document Type
Thesis
Handle
http://hdl.lib.byu.edu/1877/etd11933
Keywords
social media, influencers, brands, social responsibility, self-presentation, belief congruity, authenticity, credibility, Instagram
Language
english