Corporate social responsibility (CSR) has become a global standard, as consumers increasingly recognize their impact on the environment and society through their purchasing decisions. Influencers, as key players on social media, play an important role in communicating these efforts by raising awareness of social issues through their personal approach. The goal of this study was to understand how involving influencers in companies' CSR initiatives affects brand perception in the eyes of followers. The results indicate that influencers have a significant impact on public opinion and can play a crucial role in promoting socially responsible practices of companies. However, this influence depends on how they are perceived by followers based on key characteristics that measure their influence. The study showed that an influencer's expertise and uniqueness contribute significantly to the perception of their leadership role, while trustworthiness and congruity are not critical factors. Moreover, brand perception plays a fundamental role in supporting CSR—consumers are more inclined to support CSR when they perceive the brand as ethical and socially responsible. This suggests that an influencer who enhances a brand’s positive perception effectively encourages follower support for the company’s CSR initiatives. Based on these findings, we conclude that influencers play a vital role in shaping brand perception, but their impact on supporting socially responsible practices is not yet fully utilized.
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