The main goal of this study is to analyse how the type of source and message framing on social media influence message credibility, corporate reputation, and word-of-mouth. An online experiment with 2 (source: influencer vs corporate) x 2 (CSR frame motives: values-driven vs performance-driven) between-subject design was conducted among 200 participants. Results showed that the type of source does not affect message credibility or corporate reputation, but a corporate source generates more word-ofmouth. Moreover, values-driven motives increase corporate reputation and generate more word-of-mouth. However, the type of frame motives does not impact message credibility.
Recommended citation: Dalla-Pria, L. & Rodríguez-de-Dios, I. (2022). CSR communication on social media: the impact of source and framing on message credibility, corporate reputation and WOM. Corporate Communications: an International Journal,27(3), 543-557.