Corporate social responsibility (CSR) has become a global norm for organizations to observe. In today’s shifting media landscape, social media influencers (SMIs) have become central actors in social-mediated CSR communication, connecting organizations and stakeholders by endorsing organizational CSR initiatives through self-generated messages. This study aimed to investigate how SMIs succeeded in creating positive behavioral and relational outcomes among consumers through the use of social media in the context of CSR communication. Data from a survey of 592 participants in the United States indicated that SMIs’ trustworthiness, expertise, uniqueness, and originality contributed to creating a desire in target consumers to emulate the SMIs who had endorsed a CSR initiative on Twitter. Consumers’ desire to do so drove their engagement in the CSR initiative directly, and indirectly did so through attribution of an altruistic motivation to the CSR initiative. Moreover, the target consumers’ CSR engagement and altruistic attribution further fostered their relationships with the corporation performing the CSR initiative. Theoretical and practical implications were discussed.

企业社会责任（CSR）已成为组织要遵守的全球规范。在当今瞬息万变的媒体环境中，社交媒体影响者（SMI）已成为社交媒体CSR沟通的主要参与者，通过通过自行生成的消息来支持组织CSR计划，从而将组织和利益相关者联系起来。这项研究旨在调查在企业社会责任沟通的背景下，社交媒体如何通过使用社交媒体成功地在消费者之间创造积极的行为和关系成果。来自对美国592名参与者的调查数据表明，SMI的可信赖性，专业知识，独特性和独创性促使目标消费者产生了希望效仿在Twitter上认可CSR倡议的SMI的愿望。消费者这样做的意愿直接推动了他们对CSR计划的参与，并通过将利他动机归因于CSR计划而间接地这样做。此外，目标消费者的CSR参与度和无私的归属进一步促进了他们与执行CSR计划的公司的关系。讨论了理论和实践意义。