To read this content please select one of the options below:

Corporate social responsibility communication of male luxury fashion brands: analysis on Instagram, Facebook and TikTok

Bárbara Castillo-Abdul (Department of Communication Sciences and Sociology, Rey Juan Carlos University, Madrid, Spain) (ESAI Business School, Universidad de Especialidades Espiritu Santo, Samborondon, Ecuador)
Eglée Ortega Fernandez (Faculty of Communication and Arts, Nebrija University, Madrid, Spain)
Luis M. Romero-Rodriguez (Department of Communication Sciences and Sociology, Rey Juan Carlos University, Madrid, Spain)

Management Decision

ISSN: 0025-1747

Article publication date: 14 December 2022

199

Abstract

Purpose

This study aims to analyze the content on corporate social responsibility (CSR) of Gucci, Prada and Ermenegildo Zegna on the social networks Instagram, Facebook and TikTok in order to examine the focus of the publications of these luxury brands, what type of content is more frequent and which ones generate more interaction and engagement.

Design/methodology/approach

An interpretive content analysis of a sample of 92 posts on CSR published between December 2021 and June 2022 is used. For this purpose, an analysis sheet validated through theoretical constructs and pilot testing is used.

Findings

Most of the social responsibility content of the fashion brands analyzed is linked to the use of sustainable materials, the protection of natural spaces and, in the particular case of Prada, the protection of the oceans. The posts that achieve the highest interactions are videos and photo reels. Although the strategies that significantly increase brands' reach on social networks are collaborations and joint posts with other fashion brands, as is the case of Gucci with NorthFace and Prada with Adidas. Also, one of the main findings of this research has been to identify that brands may be using TikTok – perhaps experimentally – to reach stakeholders in Asian countries, especially China, where other platforms such as Instagram or Facebook may have a more limited reach.

Originality/value

This research shows that the social responsibility activities of luxury fashion brands leverage the content marketing strategy in social networks. It also demonstrates the importance of the Asian market (mainly Chinese) in the outreach strategies of brands, as is the case of Gucci and Prada, which bet on CSR activities for the protection of the Asian tiger in the framework of the year of the tiger in the Chinese horoscope, as well as the publication of certain content on TikTok.

Keywords

Citation

Castillo-Abdul, B., Ortega Fernandez, E. and Romero-Rodriguez, L.M. (2022), "Corporate social responsibility communication of male luxury fashion brands: analysis on Instagram, Facebook and TikTok", Management Decision, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MD-09-2022-1316

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles