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.

摘要

本研究旨在扩大目前对品牌相关信息中企业社会责任 (CSR) 诉求和来源如何激活不同维度的说服知识和相互作用以影响 Instagram 背景下消费者行为意图的理解。我们进行了一项在线实验，采用 3（来源：品牌与没有赞助披露的影响者对比有赞助披露的影响者）×2（CSR 诉求：存在与缺席）×2（产品类型：瓶装水与沙发套）混合设计。调查结果表明，企业社会责任呼吁降低了消费者对广告的批判性评价并增加了购买意愿。此外，赞助信息披露提高了消费者对广告的认可度。与影响者相比，品牌不太可能触发概念和态度说服知识。总体研究结果表明，CSR 诉求通过降低消费者对广告的批判态度使品牌受益，尤其是当品牌推广自己的产品而不是使用影响者时。