Sustainability, brand authenticity and Instagram messaging

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Title

Sustainability, brand authenticity and Instagram messaging

Content partner

Massey University

Collection

Massey Research Online

Description

The 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 554...

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Format

Research paper

Research format

Journal article

Date created

2024-03

Creator

Bulmer S / Palakshappa N / Dodds S / Harper S

URL

https://hdl.handle.net/10179/70406

Related subjects

Sustainability marketing / Brand authenticity / Instagram / Consumer response / Messaging / Brand activism

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(c) 2024 The Author/s

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