How to communicate credibly about its CSR commitments on Instagram as a fashion brand? - The case of the fashion industry

Details

Supervisors

Swaen, Valérie

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

The present paper investigates the communication criteria guaranteeing a credible CSR communciation on the social media platform Instagram for fashion brands. In the current context linked to the obligation of companies to respond to stakeholders' demands in terms of CSR and the omnipresence of brands on social networks, this work is at the crossroads of these two themes. Thanks to a qualitative study carried out with 3 Belgian brands, 3 experts and a focus group, this study allows to draw recommendations on how to communicate about its CSR commitments for brands in the fashion sector. Henceforth, this thesis assures executives that well-calibrated CSR communication on Instagram helps foster positive attitudes towards the brand, which translates into consumers with higher purchase intent. In the long term, this can have a positive impact on the company's financial profitability, but also on brand image and customer loyalty.