Sustainability and Social Responsibility

Cracking the Code of Engaging Campaigns: Effective Storytelling in Sustainable Clothing Campaigns on Social Media

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Abstract

Since the last decade of the twentieth century, fast fashion is concerned with various ethical and environmental issues, TAI-based organizations are designing cause-campaigns in raising awareness among consumers regarding sustainable consumption and ethical business. This study aimed to get a deeper understanding of the social media-based campaign narrative and its influence on stakeholders’ engagement utilizing the extended transportation-imagery model (ETIM). This study applied content analysis to identify campaign narrative (i.e., campaign goal, campaign characters, campaign plot, and verisimilitude) and assess stakeholders’ engagement including sentiment (i.e., no. of positive comments – no. of negative comments/total no. of comments) and popularity metrics (i.e., total no. of views, likes, and dislikes). ANOVA results revealed that campaign goal, narrator type, and campaign plot did not have any significant effects on engagement ratio, however, the narrator type and campaign plot yielded significant effect for sentiment index. 

Keywords: digital storytelling, social media, TAI, Clothing campaign

How to Cite:

Kader, M., Huang, X. & Kim, S., (2020) “Cracking the Code of Engaging Campaigns: Effective Storytelling in Sustainable Clothing Campaigns on Social Media”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11833