Determinants of positive consumer affect toward luxury brands’ social media posts on sustainability: A fsQCA approach

Jacqueline K. Eastman, Hyunju Shin, Varsha Jain and Xinfang Wang

Journal of Business Research, 2024, vol. 183, issue C

Abstract: Given the many ways luxury firms can communicate their sustainability efforts on social media, this study employs complexity theory to identify the non-linear causal pathways resulting in positive affect on luxury brands’ sustainability posts. A sample of 127 Instagram posts created by 14 luxury brands addressing Earth Day (April 22) and “Blackout Tuesday” (June 2) were collected to represent two types of sustainability events (environmental and social sustainability). Employing a fuzzy-set qualitative comparative analysis (fsQCA), this study identifies a different number of solutions resulting in positive consumer affect for environmental and social sustainability toward a social media post, as measured by the percentage of comments containing at least one red heart emoji (▪). This study contributes to luxury branding theory and practice by demonstrating that positive affect towards a luxury brand’s sustainability social media posts is due to interactions among assorted causal conditions.

Keywords: Sustainability; Luxury brands; Social media communication; Consumer affect; Instagram; fsQCA (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296324003758
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:183:y:2024:i:c:s0148296324003758

DOI: 10.1016/j.jbusres.2024.114871

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().