Sustainability Communications of Fashion Brands on social media: Central Themes and Consumer Responses
Digital Marketing and Consumer Engagement in the Age of E-commerce and Social Media: 39eMKT 2022
This study aims to identify central themes of sustainable messages of fashion brands posted on social media and investigate consumer responses. A quantitative content analysis of 458 posts on Instagram accounts of 16 global fashion brands was conducted. Seven and nine themes were identified in…