The Use of Social Media to Promote Sustainable Fashion and Benefit Communications: A Data-Mining Approach

Abstract

Numerous brands utilize social media to capture consumers’ interests while promoting their sustainability goals. To understand how sustainable fashion brands communicate with their consumers, this study explored the visual and textual information sustainable fashion brands post on social media. Data were collected from sustainable fashion brands’ social media pages, and a total of 1525 images and captions and 140,735 comments were analyzed. By employing color theory and the theory of speech acts, HSV color analysis and the SVM classification model were used to extract information. The results showed that the images and captions posted by all three brands were consistent with their brand identities and sustainability goals. We also found that there were significant differences among the three brands when comparing posts employing expressive and assertive acts with posts using directive and assertive acts. These results indicate that social media users are more likely to leave comments when they read posts containing expressive and directive acts. These findings will allow fashion social media marketers to select appealing images and colors to engage consumers as well as to choose appropriate speech acts to deliver information to achieve their sustainability goals.

Sustainable Competitiveness in the Case of SMEs—Opportunities Provided by Social Media in an International Comparison

“…The business environment is changing very quickly with the rapid adoption of social media and the development of mobile technologies [26]. Social media platforms enable interactive experiences between brands and consumers [27]. As more businesses feel the need to join social media platforms, the social media industry is expected to continue to show a growing trend.…”

Cohesion of Knower's Personal Culture and Professional Speech Behaviour in Progress of Professional Speech Culture

“…В зарубежных работах формирование профессиональной речевой культуры как качества профессионала и как часть профессиональной культуры не рассматривается; данное явление рассматривается в контексте профессионального развития, внимание данному явлению уделяется в редких случаях с позиций культуры речи [411], с позиций теории речевых кодов в межкультурной коммуникации для говорящих на неродном языке либо коммуникативных способностей [382; 407]. Также в работах описывается роль культуры речи в развитии способности к межкультурному взаимодействию [422] и устойчивости, безопасности в условиях профессиональной деятельности [415; 416], что позволяет человеку действовать в будущей профессии более эффективно [367]; кроме того, в работах подчеркивается необходимость учитывать культурный компонент, дающий обучающимся возможность повысить осознание тесной связи между людьми и природой в культурном плане, описывается влияние профессиональной и этнокультурной идентичности субъектов образовательного процесса на формирование мировоззрения [371], культурных ценностей и философии образования, т.е. в переосмыслении ценностей, убеждений, мировоззрения, в обмене смыслами играет важную роль национальная картина мира, отраженная также и в языке субъекта познания.…”

A content analysis: analyzing topics of conversation under the #sustainability hashtag on Twitter

“…Zhao et al analyzed the use of social media by sustainable fashion brands to communicate with consumers and promote their sustainability goals. Through a content analysis of the Instagram pages of the brands Verlaine, Patagonia, and Stella McCartney, the researchers found that posts with expressive and directive advertising were more likely to receive comments and likes from users (Zhao et al, 2022). This research provides context for user response to social media marketing and how different approaches to social media marketing can impact consumer engagement.…”