Corporate Social Responsibility (CSR) Communications on Social Media and Its Impacts on Consumer Engagement: A Case Study of Five (5) Leading Fashion Brands in Indonesia

Cokorda Gede Putra Yudistira (), Kadek Dwi Cahaya Putra, Ni Wayan Sumetri and Ni Kadek Eni Marhaeni
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Cokorda Gede Putra Yudistira: Politeknik Negeri Bali, Business Administration Department
Kadek Dwi Cahaya Putra: Politeknik Negeri Bali, Business Administration Department
Ni Wayan Sumetri: Politeknik Negeri Bali, Business Administration Department
Ni Kadek Eni Marhaeni: Politeknik Negeri Bali, Business Administration Department

A chapter in Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024), 2024, pp 636-644 from Springer

Abstract: Abstract This study explores the CSR communication practice by fashion brand companies in Indonesia via social media; how often the companies communicate CSR, what CSR themes the companies communicate, and the impacts of CSR communication on consumers engagement. Case study approach is applied by analyzing the Instagram’s CSR posts of five most popular fashion brands in Indonesia. With content analysis method, the data is collected and analyzed with descriptive statistics and multiple regression technique. The analyses show that fashion companies in Indonesia have actively communicated CSR by dedicating up to more than a half of their Instagram posts for CSR posts. Quality product and service-related content is the most communicated CSR by all companies followed by environment, society, and diversity. No company communicates employee related CSR. Product, environment, society, and diversity related CSR contents have a strong relationship and significance impact on consumer engagement. The study implies that fashion brands in Indonesia have understood the importance of communicating their CSR commitments and practice to varied stakeholders. From stakeholder theory perspective, consumer is the most important stakeholder by fashion companies considering that nearly all of their CSR posts are dedicated for consumers. Communicating contents related to product, environment, society, and diversity have been found to be effective in raising consumers engagement.

Keywords: Consumer Engagement; CSR; Social Media (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-622-2_70

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