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The influence of vlogging on corporate social responsibility
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Normando Capulong Simon 
, Venessa Marie Nuguit Derain, Mark Anthony Anquillano Castro , Sandra Allenne Quiambao Juico
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
The present study explores the potential of vlogging as a communication platform for delivering corporate social responsibility (CSR) messages and its impact on consumer perceptions. A quantitative-descriptive (explorative) approach was employed, with 210 respondents completing a structured questionnaire covering six dimensions: customer engagement, emotional connection, satisfaction, authenticity, transparency, and perceived CSR message effectiveness. Descriptive statistics and Pearson correlation analysis revealed a general high consensus across all dimensions, indicating that CSR-related vlogs are perceived as authentic and emotionally compelling. Vlog exposure demonstrated a strong, positive, and statistically significant relationship with consumers’ favorable perceptions of firms’ CSR activities. This study contributes to the existing literature by providing empirical evidence on the effectiveness of influencer-led CSR vlogging, particularly in the context of small- and medium-sized enterprises (SMEs), bridging the gap between digital communication strategies and consumer behavioral outcomes. Practically, the results suggest that companies and government organizations can enhance transparency, stakeholder involvement, and public trust by incorporating influencer-driven vlogging into CSR strategies.
Keywords: Socially Responsible Brand Identities, Influencer-Driven Content, Pearson Correlation Coefficient
Authors’ individual contribution: Conceptualization—N.C.S.; Methodology—V.M.N.D. Formal Analysis—M.A.A.C.; Investigation —S.A.Q.J.; Data Curation—N.C.S.
Declaration of conflicting interests: The Authors declare that there is no conflict of interest.
JEL Classification: M14
Received: 17.11.2025
Revised: 12.02.2026; 23.02.2026; 24.03.2026
Accepted: 22.04.2026
Published online: 24.04.2026
How to cite this paper: Simon, N. C., Derain, V. M. N., Castro, M. A. A., & Juico, S. A. Q. (2026). The influence of vlogging on corporate social responsibility. Corporate Governance and Sustainability Review, 10(3), 79–87. https://doi.org/10.22495/cgsrv10i3p6
