How do you depict sustainability? An analysis of images posted on Instagram by sustainable fashion companies

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-01-05 DOI:10.1080/20932685.2021.1998789

M. Milanesi, Yuliia Kyrdoda, A. Runfola

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引用次数: 9

Abstract

ABSTRACT Sustainability is strongly becoming imperative for all fashion companies to respond to stakeholders’ concerns and meet their expectations. While companies are more and more engaged in sustainability practices regarding all the activities carried out, there is also a growing opportunity for them to communicate it to reinforce the brand through various means. One of these is undoubtedly represented by social media. The social media landscape is increasingly characterized by the use of images as a highly impactful way of communication, with image-based social media such as Instagram that are experiencing significant growth among consumers and businesses. Consequently, the paper aims to understand how sustainability is depicted through Instagram by sustainable fashion companies. For these reasons, the paper investigates the use of images on Instagram by two sustainable fashion brands, Patagonia and Stella McCartney. To this aim, the paper employs the visual content analysis on over 300 pictures downloaded from the two corporate accounts on Instagram. The findings show the most used image categories to depict sustainability, and how such categories generate online interaction with users in terms of digital engagement. Implications for sustainable fashion companies and social media managers are provided.

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你如何描述可持续发展?对可持续时尚公司在Instagram上发布的图片进行分析

摘要可持续发展正成为所有时尚公司回应利益相关者关切并满足其期望的迫切要求。虽然公司越来越多地参与到所有活动的可持续发展实践中，但他们也有越来越多的机会通过各种方式进行沟通，以加强品牌。其中之一无疑是社交媒体。社交媒体领域越来越以使用图像作为一种极具影响力的沟通方式为特征，Instagram等基于图像的社交媒体在消费者和企业中正经历着显著的增长。因此，本文旨在了解可持续时尚公司是如何通过Instagram描述可持续性的。出于这些原因，本文调查了两个可持续时尚品牌Patagonia和Stella McCartney在Instagram上使用图片的情况。为此，本文对从这两家公司在Instagram上的账户下载的300多张图片进行了视觉内容分析。研究结果显示了最常用的图像类别来描述可持续性，以及这些类别如何在数字参与方面与用户产生在线互动。为可持续发展的时尚公司和社交媒体管理者提供了启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.

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