Enhancing supportive intention through perceived legitimacy: Social media influencer leadership and charismatic legitimization in CSR communication

IF 4.1 3区 管理学 Q2 BUSINESS
Jun Zhang , Dongqing Xu , Li Chen
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引用次数: 0

Abstract

Partnering with social media influencers (SMIs) in corporate social responsibility (CSR) initiatives has become increasingly popular, but their role in conveying CSR initiatives remains unclear. Grounded in legitimacy theory and Max Weber’s concept of charismatic legitimation, this research investigates how SMIs’ leadership in opinion and taste impacts the normative and pragmatic legitimacy of CSR initiatives. An online survey of 491 U.S. influencer followers shows that perceived SMI opinion leadership enhances CSR normative legitimacy, which in turn increases stakeholders’ willingness to support. Our findings contribute to public relations and CSR research by highlighting the importance of CSR legitimacy, introducing charismatic legitimation to explain SMIs’ roles, and distinguishing between opinion and taste leadership. These insights help companies choose SMIs who enhance CSR legitimacy and support.
通过感知合法性增强支持意向:企业社会责任传播中的社交媒体影响者领导力与魅力合法性
在企业社会责任(CSR)倡议中与社交媒体影响者(SMIs)合作已变得越来越流行,但他们在传达企业社会责任倡议中的作用仍不明确。本研究以合法性理论和马克斯-韦伯(Max Weber)的 "魅力合法性"(charismatic legitimation)概念为基础,探讨社交媒体影响者在舆论和品味方面的领导力如何影响企业社会责任倡议的规范合法性和实用合法性。对 491 名美国有影响力的追随者进行的在线调查显示,感知到的 SMI 舆论领导力会增强企业社会责任的规范合法性,进而提高利益相关者的支持意愿。我们的研究结果强调了企业社会责任合法性的重要性,引入了魅力合法性来解释SMI的作用,并区分了舆论领导和品味领导,从而为公共关系和企业社会责任研究做出了贡献。这些见解有助于企业选择能够提高企业社会责任合法性和支持度的社会中介。
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来源期刊
CiteScore
8.00
自引率
19.00%
发文量
90
期刊介绍: The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.
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