The Parasocial Synergy: Decoding the Hypocrisy Reduction Impact of Social Media Influencer Partnerships in Corporate Social Responsibility Communication

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 hypocrisy, positive moral emotions, and corporate-related outcomes, while considering the role of SMI-CSR fit. A survey with vignette featuring fictitious partnerships between real corporations and SMIs was conducted. Findings suggest that stronger PSRs reduce CSR hypocrisy perceptions, enhance positive moral emotions, and improve corporate outcomes, but only when SMI-CSR fit is moderate to high. This study advances CSR communication research and informs SMI-related business decision-making.