Sustainability and Social Responsibility

Content analysis on sustainable fashion content on YouTube

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Abstract

This study aims to conduct a mixed content analysis on social media video content on sustainable fashion currently broadcasted on South Korean YouTube shows. Previous framework on narrative types of social commerce (Wongkitrungrueng et al., 2020) guided this study. Findings revealed that content-focused approach was most used, and this can have a positive influence on viewing intention. The next effective strategy was a combined mode of persuasion- and relationship-focused approach, which can also have a positive influence on viewing intention. Findings suggest that video content on sustainable fashion should be informative and entertaining to acquire attention from consumers. To be informative, shows can include useful content although not directly related to the products (e.g., beauty tips or make-up demo) as well as that directly related to products (e.g., behind-the-scenes look of product development). To make shows entertaining, engagement strategies such as games and prizes, or community activities can be used. 

Keywords: sustainable fashion, YouTube, narrative, content analysis

How to Cite:

Wee, J., Lee, Y., LI, A., LIAO, C. & sooyoun, l., (2024) “Content analysis on sustainable fashion content on YouTube”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17464