CSR fit with CEO image: Unpacking its influence on stakeholder engagement and authenticity perception

This study explores the significant role of Chief Executive Officers (CEOs) in communicating a corporation’s commitment to Social Responsibility (CSR) and their influence on consumer engagement in CSR initiatives. This study introduces a conceptual model that integrates the sense-making approach and social exchange theory within the CSR domain. The model posits a positive correlation between a CEO’s ethical leadership, their personal image congruence with CSR initiatives, and consumer engagement in CSR. Central to this study is the empirical testing of the model, which revealed that CSR authenticity and Consumer-Company Identification (CCI) significantly mediate the relationship between CEO attributes and consumer engagement. Data collected from an online survey with 988 respondents supported that CEOs who are perceived as ethically sound and whose personal image aligns with CSR initiatives tend to foster higher levels of consumer engagement through enhanced perceptions of CSR authenticity and strengthened CCI. These findings offer new insights into the dynamics of CEO influence on CSR communication and consumer engagement.