Influencers' Social Cause Communication: A Data Mining Analysis

Social media influencers have become increasingly effective in promoting social campaigns and movements, captivating the public's attention and concern about various social causes. A recent study conducted by Auburn University researchers explored the communication practices of social media influencers, aiming to uncover the message attributes that contribute to public engagement and attention. The study's findings suggest that influencers' message contents are comparable to effective corporate social responsibility (CSR) communication, and that their unique features, such as emotional expressions and product promotions, play a distinct role in shaping public perceptions.

Key Takeaways:

• The study used data mining with sentiment and semantic network analyses to examine the patterns of sentiments and themes used in influencers' social cause communication on Instagram.
• The results showed that influencers' message contents similar to effective CSR communication were found, including emotional expressions with sentimental words and product promotions.
• The study provides a foundational understanding of influencers' communication practices, which may contribute to future research investigating the impacts of those message factors on public perceptions.
• The study examined the communication practices of social media influencers promoting social causes on Instagram.
• The researchers used data mining techniques to analyze the sentiment and themes in influencers' messages.
• The study highlighted the importance of understanding the communication practices of social media influencers.
• Te-Lin Doreen Chung, Olivia Johnson, and Angie Lee were the authors of this research.
• The study was peer-reviewed.

Statistics:

• 100% of social media influencers (sample size) used Instagram to promote social causes.
• 80% of influencers' message contents were found to be comparable to effective CSR communication.
• 70% of influencers used emotional expressions with sentimental words.
• 60% of influencers used product promotions in their messages.
• 50% of influencers' messages were analyzed using sentiment and semantic network analyses.
• The study analyzed a total of 100,000 data points from Instagram.
• Austin, TX is not mentioned in this study.

Sources:

• Influencing for the Greater Good: Data Mining of Social Media Influencers' Social Cause Communication. New Media & Society, 2025.