How do consumers engage with sustainability?

Comparing visually-based and text-based engagement with fashion brands

Authors

  • Danielle Sponder Testa Arizona State University https://orcid.org/0000-0003-1253-7203
  • Kelcie Slaton University of North Texas
  • Sonia Bakhshian Auburn University
  • Rachel Eike Iowa State University

Keywords:

instagram, twitter, social media, fashion, engagement, multiple regression analysis

Abstract

This study explored consumer engagement with sustainable fashion brands (SFB), sustainably aware fashion brands (SAB), and traditional fashion brands (TAB) across visually-based (Instagram) and text-based (Twitter) social media platforms. A mixed methods approach was utilized including qualitative content analysis for classification of social media posts and multiple regression analysis for hypothesis testing. Results demonstrated that themes impacted consumer engagement via likes and comments in dissimilar manners. For instance, sustainable post significantly affected consumer engagement at the α = .05 level through visual medium but not through text-based medium. Further, the visually-based and text-based platform significantly moderated post theme and consumer engagement. As new social media platforms emerge and sustainability is woven into the threads of the fashion system, insights may be utilized by academicians and practitioners to build lasting relationships with consumers.

Author Biographies

Danielle Sponder Testa, Arizona State University

Danielle Sponder Testa (Ph.D.) is an Assistant Professor in the Herberger Institute for Design and the Arts at Arizona State University. Dr. Testa is a mixed methods researcher with expertise in strategic retail management, consumer-brand relationships, trend forecasting, and sustainability in fashion. Alongside her academic work, Danielle is an industry consultant and has built her fashion, retail, and consumer expertise working with leading, global retail brands. Dr. Testa received her graduate degrees from Iowa State University and the London College of Fashion.

Kelcie Slaton, University of North Texas

Kelcie Slaton (Ph.D.) is an Assistant Professor in the Department of Merchandising and Digital Retailing at the University of North Texas. Her expertise focuses on the modern era of retailing and exploring how retailers can innovate to have long-term business sustainability in a time of changing consumer preferences. Dr. Slaton obtained her Ph.D. from the Department of Apparel, Merchandising, and Design at Iowa State University and M.S. from the Department of Merchandising and Digital Retailing at the University of North Texas.

Sonia Bakhshian, Auburn University

Sonia Bakhshian (M.S.) is a Lecturer in Fashion Merchandising program, School of Family and Consumer Sciences, at Texas State University, San Marcos. Sonia is a Ph.D. candidate in Consumer and Design Sciences Department, at Auburn University. Her research area is focused on fashion and technology, user-technology interaction, and consumer behavior. She has expertise in conducting qualitative and qualitative research approaches. Sonia received her Master of Sciences degree in Apparel Design and Merchandising major from California State University, Northridge (CSUN).

Rachel Eike, Iowa State University

Rachel Eike (Ph.D.) is an Assistant Professor in the Department of Apparel, Events, and Hospitality Management at Iowa State University. Her research and expertise involve sustainability in the fiber, textiles and clothing disciplines and functional apparel design, including wearable technologies. Dr. Eike serves as a creative scholarship and manuscript reviewer for numerous publications. She is currently serving in the role of acting Textile and Design committee chair for the International Federation of Home Economics (IFHE). Dr. Eike’s degrees hail from Iowa State University and Oklahoma State University.

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Published

2023-12-31

Issue

Vol. 12 No. 2 (2023): Journal of Social Media in Society

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Articles

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