The Parasocial Synergy: Decoding the Hypocrisy Reduction Impact of Social Media Influencer Partnerships in Corporate Social Responsibility Communication
Journal of Business Communication
Published online on November 15, 2025
Abstract
International Journal of Business Communication, Ahead of Print.
This study examines the impact of social media influencers (SMIs) on public attitudes toward corporate social responsibility (CSR) campaigns. Using Balance Theory and parasocial relationships (PSRs) as key frameworks, it explores how PSRs influence CSR ...
This study examines the impact of social media influencers (SMIs) on public attitudes toward corporate social responsibility (CSR) campaigns. Using Balance Theory and parasocial relationships (PSRs) as key frameworks, it explores how PSRs influence CSR ...