Recently, social media influencers have promoted social campaigns and movements, contributing to heightened interest and concern among the public about social causes. This study explores influencers’ social cause communication to understand message attributes, which may be catalysts in increasing public attention to the message and engagement in social causes. Data from Instagram were collected, and data mining with sentiment and semantic network analyses was conducted to discover the patterns of sentiments and themes used in influencers’ social cause communication. The results were then compared with the corporate social responsibility (CSR) communication framework proposed by a previous study. Influencers’ message contents comparable to effective CSR communication were found, as well as their distinct features (e.g. 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.

中文翻译：

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影响更大利益：社交媒体影响者社会事业传播的数据挖掘

最近，社交媒体影响者推动了社会活动和运动，导致公众对社会事业的兴趣和关注度提高。本研究探讨了影响者的社会事业沟通以了解信息属性，这可能是提高公众对信息的关注和对社会事业的参与的催化剂。收集了来自 Instagram 的数据，并通过情感和语义网络分析进行了数据挖掘，以发现影响者社会事业交流中使用的情感和主题模式。然后将结果与先前研究提出的企业社会责任 （CSR） 沟通框架进行了比较。发现影响者的信息内容与有效的 CSR 沟通相当，以及它们的独特特征（例如，用感伤的词语表达情感和产品促销）。该研究提供了对影响者沟通实践的基本理解，这可能有助于未来研究调查这些信息因素对公众认知的影响。