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Abstract(s)
O conceito de responsabilidade social e ambiental é cada vez mais valorizado pelo consumidor, que se encontra mais consciente dos impactos negativos associados à indústria da moda. Com o objetivo de se adaptarem a esta nova realidade, as marcas de moda utilizam as redes sociais para divulgar as iniciativas conscientes » sustentáveis, promovendo uma imagem positiva e criando uma relação com os consumidores. Assim sendo, as plataformas digitais tornaram-se numa ferramenta essencial, para à criação de brand attachment através da partilha de ações de responsabilidade social, desenvolvendo uma ligação entre o consumidor e a marca. O objetivo da presente investigação danalisaro papel daresponsabilidade social na criação de envolvimento nas redes sociais das marcas de moda e no desenvolvimento da ligação à marca, por parte da Geração Z. Nesse sentido, foi desenvolvido um estudo empírico, constituído por entrevistas a três marcas de moda sustentáveis portuguesas (La Mot. Flair by MR e Kalimearal, pela análise às redes sociais de três marcas de moda sustentáveis (Naz, Isto e Tentree) e por fim, foi realizado um Inquérito por questionário, onde se aplicou à uma amostra de 284 individuos, Os resultados obtidos confirmaram à impacto positivo da responsabilidade social no envolvimento dos consumidores nés redes sociars das marcas de moda, e também demonstraram a influência da responsabilidade social da marca, nó desenvolvimento de brand attachment.
The concept of social and environmental responsibility is increasingly valued by consumers, who are more aware of the negative impacts associated with the fashion industry. In order to adapt to this new reality, fashion brands use social networks to publicize conscious and sustainable initiatives, promoting a positive image and creating a relationship with consumers. Therefore, digital platforms have become an essential too! for creating brand attachment by sharing social responsibility actions, developing a connection between the consumer and the brand. The objective of this research is to analyze the role of social responsibility in creating engagement in the social networks of fashion brands and in the development of brand attachment by Generation Z. In this sense, an empirical study was developed, consisting of interviews with three Portuguese sustainable fashion brands (Le Mot, Flair by MR and Kalimera), the analysis of the social networks of three sustainable fashion brands (Naz, isto and Tentree) and finally, a questionnaire survey was carried out, where a sample of 284 individuals was applied. The results obtained confirmed the positive impact of social responsibility on consumer engagement in fashion brands’ social networks, and also demonstrated the influence of brand social responsibility on the development of brand attachment.
The concept of social and environmental responsibility is increasingly valued by consumers, who are more aware of the negative impacts associated with the fashion industry. In order to adapt to this new reality, fashion brands use social networks to publicize conscious and sustainable initiatives, promoting a positive image and creating a relationship with consumers. Therefore, digital platforms have become an essential too! for creating brand attachment by sharing social responsibility actions, developing a connection between the consumer and the brand. The objective of this research is to analyze the role of social responsibility in creating engagement in the social networks of fashion brands and in the development of brand attachment by Generation Z. In this sense, an empirical study was developed, consisting of interviews with three Portuguese sustainable fashion brands (Le Mot, Flair by MR and Kalimera), the analysis of the social networks of three sustainable fashion brands (Naz, isto and Tentree) and finally, a questionnaire survey was carried out, where a sample of 284 individuals was applied. The results obtained confirmed the positive impact of social responsibility on consumer engagement in fashion brands’ social networks, and also demonstrated the influence of brand social responsibility on the development of brand attachment.
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Keywords
Marcas de moda responsabilidade social marketing digital envolvimento nas redes sociais: brand attachment