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September 10, 2025

Exploring Consumer Engagement in Response to Sustainable Social Media Content and Brand Identity of Fashion Brands

Key Points

Sustainable content increases consumer engagement, particularly for brands known for their sustainability.
Brands with a strong sustainability identity see higher engagement levels with their sustainable posts.
Understanding the impact of content type and brand identity is crucial for enhancing social media engagement.
Consumer engagement may vary based on brand price point and how sustainability is communicated.

Abstract

Social media posts are a great way for organizations to showcase their sustainability efforts and positive contributions. This paper investigates the effects of sustainable posts on consumer engagement in the fashion industry. We will show social media posts alone will not be enough to engage a consumer with a brand. Brands that are known for their sustainability will tend to have more engagement with sustainable content. The purpose of this study is to identify the impact that content type, brand identity, and brand price point have on social media engagement and social value.

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Cite This Study

Masse et al. (Tue,) studied this question.

synapsesocial.com/papers/68c1d5fe54b1d3bfb60f92ce https://doi.org/https://doi.org/10.33423/jmdc.v19i3.7799

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