Graduation Year

2024

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Zimmerman School of Advertising and Mass Communications

Major Professor

Kelly Werder, Ph.D.

Committee Member

Kelli Burns, Ph.D.

Committee Member

Christopher Noland, Ph.D.

Keywords

behavioral intentions, congruence theory, expertise, fit, source credibility model

Abstract

Corporate social responsibility and social media influencers have both become key components in corporations’ strategic communication. Social media influencers who are knowledgeable on the subject they are communicating have been found to be influential on consumers attitudes and behaviors. Fit between brand-endorsed messages and the spokesperson have also been found to have similar effects. Grounded in the Source Credibility Model and Congruence Theory, the study aimed to identify and analyze the main and interaction effects of perceived expertise of social media influencers and perceived fit between a brand and its social media influencer on consumer attitudes and behaviors. The research study utilized a between-subjects experimental method to analyze the effects of spokespersons perceived expertise and perceived fit to a brand and their CSR message. Results collected from an online questionnaire found that there were no statistically significant interaction effects of expertise and fit on consumers attitudes and behaviors across treatments. Although there were significant main effects that found that perceived expertise and perceived expertise were influential in determining the consumers’ attitudes towards the brand and behaviors towards the brand. Theoretical implications suggest further research through the expansion of the method and manipulations. Practical implications of the study address how social media influencers and corporations can enhance their brand and business.

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