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

Abstract

Social media posts are a good way for organizations to show their sustainability and good deeds. 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 to be sustainable brands will have more engagement with sustainable content. The purpose of this study is to identify the impact content type, brand identity, and brand price-point have on social media engagement and social value.