The Role of Social Responsibility on Consumer Engagement Through Fashion Brands' Instagram

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Author(s): Sara Santos (Research Centre in Digital Services, Portugal), Paulo Silva (Research Centre in Digital Services, Portugal)and Margarida Caramelo Lopes (ESEV, Instituto Politécnico de Viseu, Portugal)
Copyright: 2024
Pages: 18
Source title: Driving Green Marketing in Fashion and Retail
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece), Evridiki Papachristou (International Hellenic University, Greece), Michail Karypidis (International Hellenic University, Greece)and Vasileios Ismyrlis (Hellenic Statistical Authority, Greece)
DOI: 10.4018/979-8-3693-3049-4.ch009

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

At a time when consumers are becoming more aware of social and environmental responsibility, they are increasingly recognising the fashion industry's impact on the world. Based on this growing awareness, the response from fashion brands is to strategically use digital platforms to highlight their commitment to the issue of sustainability. Brands that consciously share this content on online platforms adopt an effective communication strategy, attracting greater engagement with their audience. In particular, the analysis in this study focuses on the Instagram presence of three notable brands: Naz, Isto, and Tentree. The results of this study affirm the positive impact of social responsibility on consumer engagement when it comes to the Instagram accounts of these fashion brands. This underlines the significant role that social responsibility plays in influencing consumer perceptions and interactions in the digital sphere.

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The Role of Social Responsibility on Consumer Engagement Through Fashion Brands' Instagram

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