Merchandising/Marketing/Retailing: Branding

The Effect of Sustainable Fashion Brands’ Posts on Customers’ Emotions in Social Media

  • Li Zhao (University of Missouri)
  • Muzhen Li (University of Missouri Columbia)
  • Peng Sun (University of Missouri)


Many brands have added social media as an important outlet for communication about sustainability. It is important to understand how sustainable apparel brands utilize social media to advertise their product and service, engage with consumers, and to find where social media marketing for sustainable brandsshould go. By analyzing both visual and textual information, this study aims to investigate the impact of color and text features of brands’ posts on customers’ response, including their emotions and emphasis topics in social media marketing. Color theory and semantic frame theory were used in this study. A system was established to scrape images, captions and comments regarding three fashion brands from the official Cloud application program interface on Instagram. Color analysis results reveal that images brands chose for social media posts are consistent with their values and visions. Results of text analysis show that three brands focus on conveying different topics and values.

Keywords: Sustainable Fashion, Data Mining, Sentimental analysis

How to Cite:

Zhao, L. & Li, M. & Sun, P., (2019) “The Effect of Sustainable Fashion Brands’ Posts on Customers’ Emotions in Social Media”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi:

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Published on
15 Dec 2019