Engaging with Sustainability: Comparing Consumers Visually-Based and Text-Based Social Media Engagement with Fashion Brands

Danielle Sponder Testa,Sonia Bakhshian,Kelcie Slaton,Rachel Jean Eike

doi:10.31274/itaa.13680

Danielle Sponder Testa, Sonia Bakhshian + Show 2 more

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https://doi.org/10.31274/itaa.13680

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Abstract

Fashion brands are increasingly using social media to communicate brand values to consumers. However, the impact of brands’ representation of sustainability via social media on consumer engagement has not yet been established. This study examined how brand sustainability, both as a core value and through social media representation, impacts consumer engagement through two types of social media, a visually-based platform (Instagram) and a text-based platform (Twitter). A mixed methods approach was utilized in this study including analysis of twenty-five fashion brands with strong social media presence. Brands were segmented into three groups including: sustainable fashion brands (SFB), sustainability-aware fashion brands (SAB), and traditional fashion brands (TFB) across Instagram and Twitter. This study explored qualitative content analysis and quantitative exploration of consumer engagement via Likes and Comments. The results provide insights for brands to manage their sustainable social media strategy to present brand values and maximize consumer engagement. <o:p></o:p>

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