WHEN DIGITAL MEETS SOCIAL: CONSUMER PERCEPTIONS OF COMPANIES’ ONLINE CSR STRATEGIES IN THE FASHION INDUSTRY
Global Marketing Conference
2016 Global Marketing Conference at Hong Kong
(2016.07)
pp.115-124
pp.115-124
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
With increasing challenges like climate change, companies are confronted with rising expectations from stakeholders, especially consumers. The paper investigates consumers’ reactions towards CSR strategies using a case-study and focus-groups. Results imply that digitally-based strategies at the core of newly found fashion companies are perceived generally positive, although with mixed impressions.
Author