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Sustainable Communication and Customer Engagement on Social Media

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Ka Man Yuen

    (The Hong Kong Polytechnic University)

  • Fan Zeng

    (The Hong Kong Polytechnic University)

  • Chris K. Y. Lo

    (The Hong Kong Polytechnic University)

Abstract

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.

Suggested Citation

  • Ka Man Yuen & Fan Zeng & Chris K. Y. Lo, 2021. "Sustainable Communication and Customer Engagement on Social Media," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad (ed.), Advances in National Brand and Private Label Marketing, pages 105-113, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76935-2_13
    DOI: 10.1007/978-3-030-76935-2_13
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