Mediating effect of social media influencer’s credibility on the relationship between CSR initiatives, CSR supportive behavior, and consumer brand loyalty

This study explores the impact of CSR initiatives (CSRI) and CSR-supportive behaviors (CSRSB) on consumer brand loyalty (CBL), with social media influencer credibility (SMIC) as a mediating factor. A survey of 550 Chinese sports brand consumers was conducted, and structural equation modeling (SEM) was employed for data analysis. The results show that CSRI significantly influences CSRSB (β = 0.667, t = 27.538, p < 0.001) and SMIC (β = 0.685, t = 13.793, p < 0.001). Additionally, CSRSB positively affects SMIC (β = 0.472, t = 13.793, p < 0.001) and CBL (β = 0.232, t = 5.425, p < 0.001). The mediation analysis confirms that SMIC partially mediates the relationship between CSRI and CBL (β = 0.209, t = 4.830, p = 0.001), highlighting the importance of influencer credibility in consumer trust and brand loyalty. The findings suggest that brands should strategically collaborate with credible influencers to amplify CSR messages and enhance long-term consumer engagement. The study provides valuable insights for businesses on optimizing influencer marketing strategies to strengthen CSR-driven brand loyalty.