3839404142434441 of 77
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Are You Creating Socially Responsible Visual Communication?: An Exploratory Study of Fashion Companies’ External Social Responsibility on Instagram: A Marketer’s Perspective
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Following the development of digitalization and the emergence of social media a lot of attention has been drawn upon how these platforms are influencing the fashion industry and fashion marketing. As society is becoming more ethics and health conscious, fashion companies’ visual representations in social media are drawing more attention - who is represented and how are these representations portrayed. Previous research has shown that white and thin models are a recurrent over-representation in media, consumers through these see the ‘ideal’ or stereotypical body types or norms, and not an actual or full representation of society. The issue is, however, not that white or thin people are represented in media. The problem is how companies portray these representations and how the portrayals lead to the exclusion and misrepresentation of other groups in society.

Purpose: The purpose of this study is to investigate the CSR practice of fashion companies regarding the body image representations in social media marketing communications, with specific focus on the marketer’s perspective.

Methodology: For this study an exploratory cross-sectional case-study research design approach was applied. Four corporate cases of fashion companies were analyzed using data triangulation methods on the basis of content analysis and semi-structured interviews. First, case analysis of social media contents and interviews were conducted, followed by cross- sectional analysis to find out if fashion companies’ practiced social responsibility is aligned with the verbally expressed social responsibility.

Findings: The findings of this study demonstrate that fashion companies consider external social responsibility as an important issue, however, a gap between the companies practiced social responsibility and verbally expressed social responsibility remains. The study shows that two of the companies’ practiced social responsibility on their Instagram channel is in alignment with their verbally expressed social responsibility, when it comes to representing diversity in terms of body size, ethnicity and skin color. However, when it comes to the representational conventions it was noted that all the companies are lacking in external responsibility due to the continuous signs of idealization and body-ism on all the companies’ Instagram channels. Conclusion: This study contributes to the research field regarding companies’ external social responsibility on Instagram. The findings provide companies and researchers with awareness of which representational conventions/key social aspects are currently lacking in corporate marketing activities and should become the focus for further improvement. Based on obtained results, a modified framework for image analysis and criteria for image/content creation are suggested. The framework and criteria can assist future researchers, help content creators and other practitioners to understand the complexity of external social responsibility and how to implement it in practice.

Place, publisher, year, edition, pages
2019.
Keywords [en]
CSR, Social Responsibility, External Social Responsibility, Body Image Representation, Body Image, Diversity, Body Size, Ethnicity, Skin Color
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-21905OAI: oai:DiVA.org:hb-21905DiVA, id: diva2:1366926
Subject / course
Textile management
Available from: 2019-11-08 Created: 2019-10-31 Last updated: 2019-11-08Bibliographically approved

Open Access in DiVA

fulltext(4564 kB)1 downloads
File information
File name FULLTEXT01.pdfFile size 4564 kBChecksum SHA-512
11f9a1a3b53288705e568ee384fcc1ae535f25ab7433373715b8f17fc18187a302ceda668f054d53cbe72b9ae9cfbb92ee3d796e33044097a2d94d41097459fa
Type fulltextMimetype application/pdf

By organisation
Faculty of Textiles, Engineering and Business
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 1 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1 hits
3839404142434441 of 77
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf