The expertise, trustworthiness and attractiveness of the information source all positively influence information recipients’ eWOM (Electronic Word-of-Mouth), acceptance of CSR messages, as well as their attitudes to the company.

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.