본문 바로가기
KERD
논문KCI 등재

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

1

조회

0

다운로드

6

인용

0

참고문헌

키워드

주제분류경영학

초록

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.

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.

참고문헌 (67)

  1. Diletta Acuti, "An instagram content analysis for city branding in London and Florence", Journal of Global Fashion Marketing, 9(3), pp.185~204 (2018), 한국마케팅과학회[DOI]
  2. Ali, I., "Corporate Social Responsibility in the Digital Age (Developments in Corporate Governance and Responsibility Vol. 7", pp.165~185 (2015), Emerald Group Publishing Limited
  3. Belk, R. W., "Videography in marketing and consumer research", Qualitative Market Research: An International Journal, 8(2), pp.128~141 (2005)[DOI]
  4. Bell, P., "The handbook of visual analysis", pp.10~34 (2001), Sage
  5. Berger, J., "Emotion and virality: What makes online content go viral?", GfK Marketing Intelligence Review, 5(1), pp.18~23 (2013)[DOI]
  6. Boiral, O., "Sustainability reports as simulacra? A counter-account of A and A+ GRI reports", Accounting, Auditing & Accountability Journal, 26(7), pp.1036~1071 (2013)[DOI]
  7. María Del Rocío Bonilla, "The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M)", Journal of Global Fashion Marketing, 10(4), pp.342~357 (2019), 한국마케팅과학회[DOI]
  8. "50 incredible Instagram statistics" (2019)[URL]
  9. Breitbarth, T., "Pictures at an exhibition revisited: Reflections on a typology of images used in the construction of corporate social responsibility and sustainability in non-financial corporate reporting", Journal of Public Affairs, 10(4), pp.238~257 (2010)[DOI]
  10. Casaló, L. V., "Influencers on Instagram : Antecedents and consequences of opinion leadership", Journal of Business Research, 117, pp.510~519 (2018)[DOI]
  11. Cho, M., "Communicating corporate social responsibility on social media: Strategies, stakeholders, and public engagement on corporate Facebook", Business and Professional Communication Quarterly, 80(1), pp.52~69 (2017)[DOI]
  12. Chu, S. C., "Consumers’ engagement with corporate social responsibility (CSR) communication in social media: Evidence from China and the United States", Journal of Business Research, 110, pp.260~271 (2020)[DOI]
  13. Cohen, J., "A coefficient of agreement for nominal scales", Educational and Psychological Measurement, 20(1), pp.37~46 (1960)[DOI]
  14. Dabas, C. S., "Changing needs of millennial customers: Role of social responsibility perception and Instagram engagement in determining purchase intention", International Textile and Apparel Association Annual Conference Proceedings, 74(1) (2017), Iowa State University Digital Press
  15. Dessart, L., "Consumer engagement in online brand communities : A social media perspective", Journal of Product & Brand Management, 24(1), pp.28~42 (2015)[DOI]
  16. Dhanesh, G. S., "Experiencing Public Relations", pp.137~150 (2017), Routledge
  17. Eckler, P., "Spreading the virus : Emotional tone of viral advertising and its effect on forwarding intentions and attitudes", Journal of Interactive Advertising, 11(2), pp.1~11 (2011)[DOI]
  18. Elkington, J., "Towards the sustainable corporation : Win-win-win business strategies for sustainable development", California Management Review, 36(2), pp.90~100 (1994)[DOI]
  19. Fahmy, S., "Visual communication theory and research: A mass communication perspective" (2014), Springer
  20. Goldsmith, E. B., "Social influence and sustainability in households", International Journal of Consumer Studies, 35(2), pp.117~121 (2011)[DOI]
  21. Guercini, S., "Advances in digital marketing and ecommerce" (2020), Springer Proceedings in Business and Economics
  22. Hand, M., "The SAGE handbook of social media research methods", pp.217~223 (2017), Sage
  23. Henninger, C. E., "What is sustainable fashion?", Journal of Fashion Marketing and Management: An International Journal, 20(4), pp.400~416 (2016)[DOI]
  24. Highfield, T., "Instagrammatics and digital methods: Studying visual social media, from selfies and GIFs to memes and emoji", Communication Research and Practice, 2(1), pp.47~62 (2016)[DOI]
  25. Hu, Y., "What we Instagram: A first analysis of Instagram photo content and user types", Proceedings of the Eighth International AAAI Conference on Weblogs and Social Media, pp.595~598 (2014)
  26. Hull, K., "How Major League Baseball teams are demonstrating corporate social responsibility on Instagram", Sport Journal, 20, pp.1~8 (2016)
  27. Ivan, C. M., "Handbook of sustainable luxury textiles and fashion", pp.17~34 (2016), Springer
  28. Songyee Hur, "“I” or “she", he”? The effects of visual perspective on consumers’ evaluation of brands’ social media marketing: From imagery fluency perspective, 2020, pp.11(1), 1~17[DOI]
  29. Jin, S. V., "Instafamous and social media influencer marketing", Marketing Intelligence & Planning, 37(5), pp.567~579 (2019)[DOI]
  30. Jin, S. V., "Instagram fashionistas, luxury visual image strategies and vanity", Journal of Product & Brand Management, 29(3), pp.355~368 (2019)[DOI]
  31. Keinan, A., "Harvard Business School Case Collection" (2015)
  32. Angella Jiyoung Kim, "Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention", Journal of Global Fashion Marketing, 1(3), pp.164~171 (2010), 한국마케팅과학회[DOI]
  33. Kim, A. J., "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand", Journal of Business Research, 65(10), pp.1480~1486 (2012)[DOI]
  34. Kim, H. S., "Sustainable fashion supply chain management", pp.31~45 (2015), Springer
  35. Kim, K. H., "Fashion marketing trends in social media and sustainability in fashion management", Journal of Business Research, 17, pp.508~509 (2020)[DOI]
  36. Klostermann, J., "Extracting brand information from social networks: Integrating image, text, and social tagging data", International Journal of Research in Marketing, 35(4), pp.538~556 (2018)[DOI]
  37. Hyun Min Kong, "Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types", Journal of Global Fashion Marketing, 7(2), pp.103~119 (2016), 한국마케팅과학회[DOI]
  38. Krippendorff, K., "Reliability in content analysis: Some common misconceptions and recommendations", Human Communication Research, 30(3), pp.411~433 (2004)[DOI]
  39. Lee, E. J., "How to"Nudge"your consumers toward sustainable fashion consumption : An fMRI investigation", Journal of Business Research, 117, pp.642~651 (2020)[DOI]
  40. Liu, S. Y., "MNE-NGO partnerships for sustainability and social responsibility in the global fast-fashion industry: A loose-coupling perspective", International Business Review, 29(5), pp.101736~ (2020)[DOI]
  41. Lombard, M., "Content analysis in mass communication : Assessment and reporting of intercoder reliability", Human Communication Research, 28(4), pp.587~604 (2002)[DOI]
  42. Samuel López-Carril, "COVID-19 and Soccer Teams on Instagram: The Case of Corporate Social Responsibility", International Journal of Sport Communication, 13(3), pp.447~457 (2020), Human Kinetics[DOI]
  43. Luangrath, A. W., "Textual paralanguage and its implications for marketing communications", Journal of Consumer Psychology, 27(1), pp.98~107 (2017)[DOI]
  44. Martínez, P., "Determinants of eWOM on hospitality CSR issues", Facebook we trust? Journal of Sustainable Tourism, 28(10), pp.1~19 (2020)
  45. Marwick, A. E., "Instafame : Luxury selfies in the attention economy", Public Culture, 27(1), pp.137~160 (2015)[DOI]
  46. Milanesi, M., "Pharmaceutical industry riding the wave of sustainability: Review and opportunities for future research", Journal of Cleaner Production, 261, pp.121204~ (2020)[DOI]
  47. Miles, J., "Instagram power: Build your brand and reach more customers with the power of pictures" (2014), McGraw-Hill Education
  48. Moretti, A., "Atti del X Convegno Società Italiana Marketing", pp.3~4 (2013)
  49. Muntinga, D. G., "Introducing COBRAs : Exploring motiva"tions for brand-related social media use", International Journal of Advertising, 30(1), pp.13~46 (2011)[DOI]
  50. Neuendorf, K. A., "Defining content analysis. Content analysis guidebook" (2002), Sage
  51. Pearce, W., "isual cross-platform analysis: Digital methods to research social media images", Information, Communication & Society, 23(2), pp.161~180 (2020)[DOI]
  52. Pedersen, E. R. G., "Exploring the relationship between business model innovation, corporate sustainability, and organisational values within the fashion industry", Journal of Business Ethics, 149(2), pp.267~284 (2018)[DOI]
  53. Reinhardt, F. L., "Harvard Business School Strategy Unit Case", pp.711~020 (2010)
  54. Rose, G., "Visual methodologies: An introduction to researching with visual materials" (2016), Sage
  55. Saxton, G. D., "Do CSR messages resonate? Examining public reactions to firms’ CSR efforts on social media", Journal of Business Ethics, 155(2), pp.359~377 (2019)[DOI]
  56. Schmuck, D., "Misleading consumers with green advertising? An affect–reason–involvement account of greenwashing effects in environmental advertising", Journal of Advertising, 47(2), pp.127~145 (2018)[DOI]
  57. Seko, Y., "The self-harmed, visualized, and reblogged : Remaking of self-injury narratives on Tumblr", New Media & Society, 20(1), pp.180~198 (2018)[DOI]
  58. Shrivastava, A., "Sustainability through online renting clothing : Circular fashion fueled by Instagram micro-celebrities", Journal of Cleaner Production, 278, pp.123772~ (2020)[DOI]
  59. Stepchenkova, S., "Visual destination images of Peru : Comparative content analysis of DMO and user-generated photography", Tourism Management, 36, pp.590~601 (2013)[DOI]
  60. Svensson, J., "Introduction to visual communication in the age of social media : Conceptual, theoretical and methodological challenges", Media and Communication, 5(4), pp.1~5 (2017)[DOI]
  61. Tao, W., "Fortune 1000 communication strategies on Facebook and Twitter", Journal of Communication Management, 19(3), pp.208~223 (2015)[DOI]
  62. Todeschini, B. V., "Innovative and sustainable business models in the fashion industry : Entrepreneurial drivers, opportunities, and challenges", Business Horizons, 60(6), pp.759~770 (2017)[DOI]
  63. Valentini, C., "Digital visual engagement : Influencing purchase intentions on Instagram", Journal of Communication Management, 22(4), pp.362~381 (2018)[DOI]
  64. Wang, L., "A product line analysis for eco-designed fashion products : Evidence from an outdoor sportswear brand", Sustainability, 9(7), pp.1136~ (2017)[DOI]
  65. Wang, Y., "Multimedia content analysis-using both audio and visual clues", IEEE Signal Processing Magazine, 17(6), pp.12~36 (2000)[DOI]
  66. Zerfass, A., "Communication evaluation and measurement : Skills, practices and utilization in European organizations", Corporate Communications : An International Journal, 22(1), pp.2~18 (2017)[DOI]

관련 논문AI추천

Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agendaC. E. Henninger, H. Choopani, H. McCormick, K. Vladimirova, M. Hanlon, S. I. Alosaimi, S. Iran, S. Zhou, T. Brydges한국마케팅과학회 · Journal of Global Fashion Marketing2024 · 제15권 제2호패션 브랜드에 대한 인식을 기반으로 살펴본 지속가능성 메시지 - 럭셔리 브랜드와 패스트 패션 브랜드를 중심으로 -이지선, 전재훈, 허현주한국의류산업학회 · 한국의류산업학회지2025 · 제27권 제3호지속가능 패션 브랜드 광고의 색채와 표현형식이 소비자의 감정과 인식에 미치는 영향- 인스타그램 중심으로-강미, 고은주, 채희주한국의류산업학회 · 한국의류산업학회지2019 · 제21권 제4호The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M)David Andreu, José Luis del Olmo Arriaga, María Del Rocío Bonilla한국마케팅과학회 · Journal of Global Fashion Marketing2019 · 제10권 제4호크루얼티 프리 패션 브랜드의 커뮤니케이션 성과 분석 - 브랜드 주도적 이미지와 소비자 지각 이미지에 대한 비교 -이상영, 최영현복식문화학회 · 복식문화연구2024 · 제32권 제2호Fashion brand green demarketing: Effects on customer attitudes and behavior intentions김상진, Eunju Ko, Shina Kim한국마케팅과학회 · Journal of Global Fashion Marketing2018 · 제9권 제4호

이 간행물의 다른 논문 (5건)