TY - GEN
T1 - Sustainable Communication and Customer Engagement on Social Media
AU - Yuen, Ka Man
AU - Zeng, Fan
AU - Lo, Chris K.Y.
N1 - Publisher Copyright:
© 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2021/6
Y1 - 2021/6
N2 - Given that there are increasing concerns regarding the ethical issues and sustainability of fashion products, fashion retailers are communicating their sustainable efforts on social media on a larger scale. Through analyzing 12,744 tweets from six fashion brands, we find that the tweets about sustainability positively affect consumer engagement on social media. Compared to the tweets about environmental sustainability, the tweets about social sustainability have a significantly positive effect on customer engagement. Regarding the type of fashion brands, we find that the tweets from luxury brands can increase customer engagement. Therefore, we suggest managers, especially in luxury fashion brands, should put more effort into communicating sustainability with consumers on social media.
AB - Given that there are increasing concerns regarding the ethical issues and sustainability of fashion products, fashion retailers are communicating their sustainable efforts on social media on a larger scale. Through analyzing 12,744 tweets from six fashion brands, we find that the tweets about sustainability positively affect consumer engagement on social media. Compared to the tweets about environmental sustainability, the tweets about social sustainability have a significantly positive effect on customer engagement. Regarding the type of fashion brands, we find that the tweets from luxury brands can increase customer engagement. Therefore, we suggest managers, especially in luxury fashion brands, should put more effort into communicating sustainability with consumers on social media.
KW - Customer engagement
KW - Fashion industry
KW - Luxury
KW - Social sustainability
KW - Sustainability communication
KW - Twitter analytics
UR - http://www.scopus.com/inward/record.url?scp=85125322639&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-76935-2_13
DO - 10.1007/978-3-030-76935-2_13
M3 - Conference article published in proceeding or book
AN - SCOPUS:85125322639
SN - 9783030769345
T3 - Springer Proceedings in Business and Economics
SP - 105
EP - 113
BT - Advances in National Brand and Private Label Marketing - 8th International Conference, 2021
A2 - Martínez-López, Francisco J.
A2 - Gázquez-Abad, Juan Carlos
PB - Springer Science and Business Media B.V.
T2 - 8th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2021
Y2 - 22 June 2021 through 23 June 2021
ER -