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Seeking loyalty on social media: A quantitative study examining the effects of brand information regarding sustainability efforts on brand loyalty and its antecedents in the fast-fashion industry.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Customers are becoming increasingly conscious about sustainability, for instance when choosing a fast-fashion brand. Brand loyal customers are in direct relation with the success of a brand and promoting brand information of sustainability efforts on social media platforms could positively influence customers brand loyalty, brand satisfaction, brand trust and brand engagement. 

Purpose: The purpose of this study is to examine the relationship between brand information regarding sustainability efforts of fast-fashion brands and brand loyalty, brand satisfaction, brand trust as well as brand engagement. Further, this study examines whether brand trust and brand engagement work as antecedents to brand satisfaction, respectively brand satisfaction to brand loyalty. 

Research questions: 

How does brand information of sustainability efforts from fast-fashion brands on social media affect brand loyalty?

How does brand information of sustainability efforts from fast-fashion brands on social media affect brand satisfaction and its antecedents brand trust and brand engagement?

How do brand engagement and brand trust affect brand satisfaction respectively brand loyalty? 

Methodology: This research follows a quantitative and deductive research approach. The data was collected through an online survey and the sampling method was a non- probability and a snowball sample. The data collection reached a total of 160 answers which were analyzed through SPSS. Validity and reliability were ensured before testing the hypotheses. 

Findings: The findings from this research revealed that there is a positive relationship between brand information regarding sustainability efforts and brand loyalty, brand satisfaction, brand trust, and brand engagement. Further, the results indicated that the hypothesized antecedents brand trust and brand engagement were also accepted. 

Implications: This study contributes with its results to today’s increased interest in sustainability, and it delivers significant insights which could be used by fast- fashion brands strategic decisions regarding the content of social media channels. Further, it adds valuable information to current academic literature in a few different ways. 

Originality: This paper brings focus to the importance of brand loyalty and how closely it is related to brand information regarding sustainability efforts of fast-fashion brands.

Place, publisher, year, edition, pages
2018. , p. 65
Keywords [en]
Fast-fashion, sustainability efforts, sustainability, brand loyalty, brand satisfaction.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75320OAI: oai:DiVA.org:lnu-75320DiVA, id: diva2:1215008
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, 240 credits
Presentation
, Universitetsplatsen 1, 35195 Växjö (English)
Supervisors
Examiners
Available from: 2018-06-11 Created: 2018-06-07 Last updated: 2018-06-11Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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