Sustainability and Social Responsibility

Reality cannot be fooled: A text-mining of social media communication between sustainable fashion brands and consumers

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Abstract

Sustainability issues in the fashion industry have emerged as the core topic as the industry encompasses diverse and complex stakeholders. Numerous companies have launched sustainable fashion lines and communicated their efforts to be transparent. However, consumers still lack trust in the company's communication regarding sustainable practices. Thus, this study explores fashion brands' sustainability-related communications in one of the most popular opinion-sharing social media platforms (e.g., Twitter). Particularly, we investigated how social media messages evoke emotions. The analyses of 77 sustainable fashion brands (55,065 tweets) demonstrate the effectiveness of explicit and assertive emotional messages. 

Keywords: Social media engagement, sentiment analysis, Twitter, Machine Learning

How to Cite:

Lyu, J. & Shin, s., (2024) “Reality cannot be fooled: A text-mining of social media communication between sustainable fashion brands and consumers”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17261