IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v175y2024ics0148296324000511.html
   My bibliography  Save this article

Sustainability, brand authenticity and Instagram messaging

Author

Listed:
  • Bulmer, Sandy
  • Palakshappa, Nitha
  • Dodds, Sarah
  • Harper, Sarah

Abstract

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 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.

Suggested Citation

  • Bulmer, Sandy & Palakshappa, Nitha & Dodds, Sarah & Harper, Sarah, 2024. "Sustainability, brand authenticity and Instagram messaging," Journal of Business Research, Elsevier, vol. 175(C).
    • Handle: RePEc:eee:jbrese:v:175:y:2024:i:c:s0148296324000511
    DOI: 10.1016/j.jbusres.2024.114547
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296324000511
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2024.114547?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:175:y:2024:i:c:s0148296324000511. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.