Data Mining Used to Track Sustainability in Fashion
The Use of Social Media to Promote Sustainable Fashion and Benefit Communications: A Data-Mining Approach
1
Textile and Apparel Management, University of Missouri, Columbia, MO 65211, USA
ii
Department of Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA
3
The Climate Corporation, San Francisco, CA 94103, U.s.a.
*
Author to whom correspondence should be addressed.
Academic Editor: Andrea Pérez
Received: 23 December 2021 / Revised: 12 January 2022 / Accepted: 17 Jan 2022 / Published: 20 January 2022
Abstract
Numerous brands employ social media to capture consumers' interests while promoting their sustainability goals. To understand how sustainable mode brands communicate with their consumers, this study explored the visual and textual information sustainable mode brands post on social media. Data were collected from sustainable fashion brands' social media pages, and a total of 1525 images and captions and 140,735 comments were analyzed. By employing color theory and the theory of speech acts, HSV color assay and the SVM nomenclature model were used to excerpt information. The results showed that the images and captions posted by all iii brands were consistent with their brand identities and sustainability goals. We also found that at that place were meaning differences amongst the iii brands when comparing posts employing expressive and assertive acts with posts using directive and assertive acts. These results indicate that social media users are more than probable to exit comments when they read posts containing expressive and directive acts. These findings will let fashion social media marketers to select appealing images and colors to appoint consumers besides as to choose appropriate speech acts to deliver information to achieve their sustainability goals. View Full-Text
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MDPI and ACS Fashion
Zhao, L.; Lee, S.H.; Li, M.; Sunday, P. The Use of Social Media to Promote Sustainable Fashion and Do good Communications: A Data-Mining Approach. Sustainability 2022, 14, 1178. https://doi.org/x.3390/su14031178
AMA Manner
Zhao Fifty, Lee SH, Li G, Sun P. The Utilize of Social Media to Promote Sustainable Fashion and Benefit Communications: A Information-Mining Arroyo. Sustainability. 2022; xiv(3):1178. https://doi.org/10.3390/su14031178
Chicago/Turabian Mode
Zhao, Li, Stacy H. Lee, Muzhen Li, and Peng Sun. 2022. "The Use of Social Media to Promote Sustainable Way and Do good Communications: A Data-Mining Approach" Sustainability 14, no. 3: 1178. https://doi.org/10.3390/su14031178
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