When non-CSR-themed social media influencers endorse corporate CSR initiatives: Effects of publics’ perceived influencer characteristics and leadership

Social Sciences

• corporate social responsibility 74%
• social responsibility 66%
• social media 49%
• leadership 40%
• consumption behavior 15%
• trustworthiness 14%
• expertise 13%
• opinion leader 8%
• social learning 6%
• learning theory 6%
• corporation 5%
• campaign 4%
• leader 4%

Business & Economics

• Social Responsibility 58%
• Social Media 52%
• Corporate Social Responsibility 48%
• Uniqueness 18%
• Opinion Leadership 18%
• Public Relations 15%
• Trustworthiness 13%
• Consumer Behaviour 10%
• Consumer Expertise 10%
• Expertise 9%
• Social Learning Theory 8%
• Opinion Leaders 8%
• Endorsements 7%
• Trigger 5%
• United States of America 2%

Engineering & Materials Science

• Public relations 100%
• Consumer behavior 88%
• Industry 13%