Consumers’ views on utilizing social media influencers in organization’s CSR communication

Corporate social responsibility (CSR) has become a global norm to observe and there is an increasing interest in utilizing social media influencers (SMIs) in organization’s CSR communication. Further research on consumer perspective of CSR communication utilizing SMIs is required to understand the c...

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Main Author: Korpiala, Ella
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2022
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/85082
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author Korpiala, Ella
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Korpiala, Ella Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Korpiala, Ella Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Korpiala, Ella
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description Corporate social responsibility (CSR) has become a global norm to observe and there is an increasing interest in utilizing social media influencers (SMIs) in organization’s CSR communication. Further research on consumer perspective of CSR communication utilizing SMIs is required to understand the challenges and possibilities in influencing perceptions of target audiences. The aim of this study is to understand how consumers perceive CSR communication that utilizes SMIs. The research was done with qualitative methods. In total of eight individual semi- structured interviews were conducted from April to May 2022. The participants were chosen with a snowball sampling method and the requirement for participance was following SMIs. The interviews included a method of participant-included elicitation (PIE), in which example videos of a CSR campaign were shown to awaken consumer’s thoughts. The campaign had an environmental topic of reducing the eutrophication of the Baltic Sea. The campaign was a collaboration between a public sector organization Helsingin seudun ympäristöpalvelut and two Finnish SMIs. The data was analysed with thematic analysis and the findings suggest three themes to describe consumer perceptions: SMI’s role in consumer’s everyday life, evaluation of the CSR initiative and the organization as well as the evaluation of the SMI. Findings of the study align with previous research. Consumers seem to have narrow views on organization as the collaboration’s manager and SMI as the CSR communication’s distributor. Factors that created perceptions were related to skepticism along with SMI characteristics, such as authenticity, expertise, similarity, and brand- influencer fit. The study adds to previous research that public sector organizations in CSR collaborations are perceived the same as commercial organizations, unless the organization is well-known and appreciated by the consumer. It was also found that SMI’s values and published content must align with the consumer’s values for the CSR information to be perceived as credible.
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spellingShingle Korpiala, Ella Consumers’ views on utilizing social media influencers in organization’s CSR communication social media influencer influencer communication commercial collaboration corporate social responsibility CSR communication Viestinnän johtaminen Corporate Communication 2043 skeptisismi viestintä kuluttajat sosiaalinen media yritysvastuu skepticism communication consumers social media corporate responsibility
title Consumers’ views on utilizing social media influencers in organization’s CSR communication
title_full Consumers’ views on utilizing social media influencers in organization’s CSR communication
title_fullStr Consumers’ views on utilizing social media influencers in organization’s CSR communication Consumers’ views on utilizing social media influencers in organization’s CSR communication
title_full_unstemmed Consumers’ views on utilizing social media influencers in organization’s CSR communication Consumers’ views on utilizing social media influencers in organization’s CSR communication
title_short Consumers’ views on utilizing social media influencers in organization’s CSR communication
title_sort consumers views on utilizing social media influencers in organization s csr communication
title_txtP Consumers’ views on utilizing social media influencers in organization’s CSR communication
topic social media influencer influencer communication commercial collaboration corporate social responsibility CSR communication Viestinnän johtaminen Corporate Communication 2043 skeptisismi viestintä kuluttajat sosiaalinen media yritysvastuu skepticism communication consumers social media corporate responsibility
topic_facet 2043 CSR communication Corporate Communication Viestinnän johtaminen commercial collaboration communication consumers corporate responsibility corporate social responsibility influencer communication kuluttajat skepticism skeptisismi social media social media influencer sosiaalinen media viestintä yritysvastuu
url https://jyx.jyu.fi/handle/123456789/85082 http://www.urn.fi/URN:NBN:fi:jyu-202301191383
work_keys_str_mv AT korpialaella consumersviewsonutilizingsocialmediainfluencersinorganizationscsrcommunication