Sustainability, brand authenticity and Instagram messaging

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dc.citation.volume175
dc.contributor.authorBulmer S
dc.contributor.authorPalakshappa N
dc.contributor.authorDodds S
dc.contributor.authorHarper S
dc.date.accessioned2024-02-20T19:24:18Z
dc.date.accessioned2024-07-25T06:33:14Z
dc.date.available2024-02-07
dc.date.available2024-02-20T19:24:18Z
dc.date.available2024-07-25T06:33:14Z
dc.date.issued2024-03
dc.description.abstractThe role of Instagram brand messaging as a force for good is examined when a brand’s mission is creating societal change and where being authentic can also lead to controversy and negative responses. A depth study of an exemplary brand is used to explore brand authenticity in the context of sustainability, brand activism messaging and consumer responses to brand posts on Instagram. We offer a unique perspective by focusing on authentic brand sustainability activism. 104 brand messages and 5541 consumer responses to Patagonia, an activist brand renowned for supporting environmental and social issues, are analysed. An extended ‘activist sustainability view’ of brand authenticity is proposed including the conceptualisation of authentic brand sustainability activism. Eight types of consumer response to brand sustainability posts that encompass both positive and negative sentiment are identified. Theoretical and managerial implications, and avenues for future research are offered.
dc.description.confidentialfalse
dc.edition.editionMarch 2024
dc.identifier.citationBulmer S, Palakshappa N, Dodds S, Harper S. (2024). Sustainability, brand authenticity and Instagram messaging. Journal of Business Research. 175.
dc.identifier.doi10.1016/j.jbusres.2024.114547
dc.identifier.eissn1873-7978
dc.identifier.elements-typejournal-article
dc.identifier.issn0148-2963
dc.identifier.number114547
dc.identifier.piiS0148296324000511
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/70406
dc.languageEnglish
dc.publisherElsevier Inc
dc.publisher.urihttps://www.sciencedirect.com/science/article/pii/S0148296324000511
dc.relation.isPartOfJournal of Business Research
dc.rights(c) 2024 The Author/s
dc.rightsCC BY 4.0
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectSustainability marketing
dc.subjectBrand authenticity
dc.subjectInstagram
dc.subjectConsumer response
dc.subjectMessaging
dc.subjectBrand activism
dc.titleSustainability, brand authenticity and Instagram messaging
dc.typeJournal article
pubs.elements-id486374
pubs.organisational-groupOther
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