Stitching Sustainability Crafting Fashion Brands Through Social Media Marketing

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Author(s): Arshi Naim (European Global Institute of Innovation and Technology, Malta), Mrim M. Alnfiai (Taif University, Saudi Arabia)and Aysha Abdulla (Ibn Rushd College of Management Sciences, Saudi Arabia)
Copyright: 2025
Pages: 24
Source title: Fostering Economic Diversification and Sustainable Business Through Digital Intelligence
Source Author(s)/Editor(s): Purvi Pujari (D.Y. Patil University, India), Shad Ahmad Khan (University of Buraimi, Oman), Anuj Kumar (Rushford Business School, Switzerland)and Arshi Naim (European Global Institute of Innovation and Technology, Malta)
DOI: 10.4018/979-8-3693-8492-3.ch015

Keywords: Business & Management / Business Intelligence / Business Science Reference / Sustainable Business Practices

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Abstract

This study investigates the pivotal role of social media marketing in fostering sustainable brand building within the fashion industry, an area increasingly scrutinized for its environmental and social impacts. The research aims to understand how fashion brands can strategically use social media to communicate their sustainability efforts, build consumer trust, and enhance long-term brand equity. Employing a mixed-methods approach, the study analyzes social media metrics and conducts qualitative case studies of leading sustainable fashion brands. The results demonstrate that brands with genuine sustainability commitments achieve higher consumer engagement and loyalty through transparent communication, compelling storytelling, and partnerships with like-minded influencers. These findings offer actionable insights for fashion brands aiming to strengthen their sustainability narratives through effective social media strategies.

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Stitching Sustainability Crafting Fashion Brands Through Social Media Marketing

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