Understanding the Sustainable Fashion Discourse on Twitter: Insights into Themes, Sentiments and User Networks

EasyChair Preprint no. 13564

Abstract

The rising significance of sustainability within the fashion industry and the increasing use of social media for discussions motivate this research. Social media platforms like Twitter enable targeted communication between different stakeholders identified within the discourse, providing valuable insights on sustainable fashion perceptions. This study examines sustainability fashion discourse on Twitter, analyzing how it is discussed and perceived. Using social media analytics on 66,587 tweets, the study employs topic modeling, sentiment analysis, and manual content analysis to identify key themes and sentiments. A network analysis explores interconnections between relevant key user accounts. The expected results might show stakeholders strategically disseminate sustainability information, leveraging signaling theory to bridge information asymmetry and enhance organizational attractiveness. Understanding these discourses within different key user accounts aims to help companies adjust strategies to meet consumer demands, enhancing the authenticity and impact of their sustainability communication in the fashion industry.

Keyphrases: Sentiment Analysis, Social Media Analytics, sustainable fashion, topic modeling, Twitter

@Booklet{EasyChair:13564,
  author = {Mira Eberhardt and Marie Schmeissner and Inken Wittfoth},
  title = {Understanding the Sustainable Fashion Discourse on Twitter: Insights into Themes, Sentiments and User Networks},
  howpublished = {EasyChair Preprint no. 13564},

  year = {EasyChair, 2024}}