The Effects of CSR Appeals and Message Sources on Consumer Responses to Branded Content on Instagram

Abstract

This study aims to expand the current understanding of how corporate social responsibility (CSR) appeals and sources in brand-related messages activate different dimensions of persuasion knowledge and interplay in influencing consumers’ behavioral intentions in the context of Instagram. We conducted an online experiment with a 3 (source: brand versus influencer without sponsorship disclosure versus influencer with sponsorship disclosure) × 2 (CSR appeals: presence versus absence) × 2 (product type: bottled water versus sofa covers) mixed design. The findings indicate that CSR appeals decreased consumers’ critical evaluations of advertising and increased purchase intentions. In addition, sponsorship disclosure raised consumers’ advertising recognition. The brand was less likely to trigger conceptual and attitudinal persuasion knowledge than was the influencer. The overall findings suggest that CSR appeals benefit a brand by reducing consumers’ critical attitudes toward an advertisement, especially when the brand promotes its own product rather than using an influencer.

Keywords:

• CSR appeals
• persuasion knowledge
• purchase intent
• social media influencers
• word of mouth