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/

Date Submitted

2021-11-23

Document Type

Thesis

Handle

http://hdl.lib.byu.edu/1877/etd11919

Keywords

social media, influencers, brands, social responsibility, self-presentation, belief congruity, authenticity, credibility, Instagram

Language

english

Included in

Fine Arts Commons

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