Social Media Strategies in Fashion: Analyzing CSR Communication by Brands
Abstract
The purpose of this study was to conduct a comprehensive content analysis of CSR communication strategies implemented by fast fashion brands and sustainable fashion brands on social media (i.e., TikTok and Instagram). By examining CSR posts and customer responses on these social media platforms throughout 2023, this study revealed the trends, patterns, and digital engagement in CSR communication by three leading fast fashion brands (H&M, Zara, and Shein) and widely known sustainable fashion brands (Patagonia, Eileen Fisher, and Everlane). By comparing and analyzing CSR communication approaches and audience engagement between these two groups of fashion brands, the study provided insights into the effectiveness of CSR messaging in the fashion industry.
Keywords: Corporate social responsibility, social media, sustainability, fashion brands
How to Cite:
Chao, L. & Chi, T., (2025) “Social Media Strategies in Fashion: Analyzing CSR Communication by Brands”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18895
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