TY - CHAP
T1 - Articulating Sustainable Fashion through Digital Storytelling
T2 - Actualising Citizenship in Vlogging of H&M’s “Conscious” Collection
AU - Papaioannou, Tao
N1 - Publisher Copyright:
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024/1/1
Y1 - 2024/1/1
N2 - This study, framed within research on influencer marketing, sustainable fashion, and digital storytelling, investigates the role of social media influencers in actualising citizenship practices that promote sustainability.It focuses on how YouTube vloggers present H&M's “Conscious” Collection.A thematic analysis of 45 YouTube vlog videos identifies three themes: highlighting appealing product attributes, sharing personal journeys in integrating sustainable fashion into daily life, and offering critiques of industry/brand inadequacies within broader narratives advocating for slow fashion.Through enhancing audience awareness and developing critical perspectives towards sustainable fast fashion, the vloggers actively involve online communities in supporting and adopting responsible consumption practices.The results suggest a transformative trend in civic participation research, emphasising the significance of personalised storytelling in fostering digital citizenship.This, in turn, influences consumer attitudes and choices, particularly in the realms of influencer tactics and sustainability.
AB - This study, framed within research on influencer marketing, sustainable fashion, and digital storytelling, investigates the role of social media influencers in actualising citizenship practices that promote sustainability.It focuses on how YouTube vloggers present H&M's “Conscious” Collection.A thematic analysis of 45 YouTube vlog videos identifies three themes: highlighting appealing product attributes, sharing personal journeys in integrating sustainable fashion into daily life, and offering critiques of industry/brand inadequacies within broader narratives advocating for slow fashion.Through enhancing audience awareness and developing critical perspectives towards sustainable fast fashion, the vloggers actively involve online communities in supporting and adopting responsible consumption practices.The results suggest a transformative trend in civic participation research, emphasising the significance of personalised storytelling in fostering digital citizenship.This, in turn, influences consumer attitudes and choices, particularly in the realms of influencer tactics and sustainability.
UR - http://www.scopus.com/inward/record.url?scp=85212003458&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-59952-1_23
DO - 10.1007/978-3-031-59952-1_23
M3 - Chapter
AN - SCOPUS:85212003458
SN - 9783031599514
SP - 483
EP - 506
BT - The Palgrave Handbook of Consumerism Issues in the Apparel Industry
PB - Springer Nature
ER -