Vloga značilnosti vplivnežev pri oblikovanju porabnikove podpore družbeno odgovornim pobudam podjetja

slovenian

2025

volume 16, issue 31

Društvo za marketing Slovenije
(Obvezni izvod spletne publikacije)

The aim of this paper is to explore how social media influencers shape consumer perceptions and support for corporate social responsibility (CSR), and which of their attributes play a key role in this process. The study focuses on the impact of perceived influencer attributes - expertise, uniqueness, trustworthiness and congruence - and their perceived leadership on consumer support for CSR initiatives. The analysis is based on survey data collected from 225 social media users.The results show that an influencer's expertise and uniqueness are the most influential characteristics in shaping their perceived leadership, which in turn contributes significantly to consumer support for CSR efforts. In contrast, trustworthiness and congruence did not show statistically significant effects. In addition to perceived leadership, brand perception also plays an important role in driving consumer support for CSR. Companies that work with influencers who are perceived as competent and authentic can significantly enhance the credibility of their CSR communications and foster greater consumer engagement.

06.07.2026