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Exploring Consumer Engagement in Response to Sustainable Social Media Content and Brand Identity of Fashion Brands
Summary
Researchers investigated how sustainable social media content and brand identity affect consumer engagement in the fashion industry, finding that social media posts alone are insufficient to drive meaningful engagement without a coherent sustainable brand identity.
Social media posts are a great way for organizations to showcase their sustainability efforts and positive contributions. This paper investigates the effects of sustainable posts on consumer engagement in the fashion industry. We will show social media posts alone will not be enough to engage a consumer with a brand. Brands that are known for their sustainability will tend to have more engagement with sustainable content. The purpose of this study is to identify the impact that content type, brand identity, and brand price point have on social media engagement and social value.
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