Micro-Influencers, Macro-Impact: Embedding Csr In Influencer Marketing For Sustainable Corporate Reputation In Palestine

Abstract

This study investigates the role of social media influencer marketing (SMIM) in managing corporate reputation within Palestinian corporates, emphasizing corporate social responsibility (CSR) as the missing link between short-term visibility and sustainable reputation. While previous scholarship has examined social media use, influencer credibility, and consumer behavior, limited attention has been given to how public relations (PR) practitioners strategically embed CSR into influencer collaborations. Addressing this gap, the study draws on data collected through electronic surveys, phone interviews, and selective face-to-face follow-ups with PR practitioners, marketing managers, and brand owners in the West Bank.

The findings demonstrate that influencer marketing in Palestine has evolved beyond advertising into a strategic PR function. Influencer credibility, authenticity, and alignment with organizational values emerged as critical factors, yet CSR integration was found to be weak. Respondents emphasized that influencers act not only as marketing partners but also as co-creators of trust who can amplify CSR narratives, contribute to brand legitimacy, and support crisis responsiveness. Reputation management, therefore, relies not just on visibility but on sustained influencer–corporate partnerships that frame campaigns around social responsibility, community empowerment, and stakeholder dialogue.

By situating CSR at the center of influencer marketing, this study underscores its potential to transform transactional campaigns into sustainable, trust-based communication strategies. It contributes to both theory and practice by shifting the focus from consumer persuasion to corporate-level reputation building, offering insights particularly relevant to emerging markets navigating rapid digital transformation.