Purpose

Corporate social responsibility (CSR) is an increasingly important issue for service brands in fast fashion retailing, as consumers' negative impressions about retailers' CSR activities influence brand experience. Consumers' impressions of CSR efforts arise based on agendas communicated through many channels from different sources. The paper unravels the ‘wrinkles’, i.e. possible mismatches in CSR communication around service brands by studying differences between the three main sources of fast fashion brand-related CSR agendas: Autonomous company communication, news media and social media postings by consumers.

Design/methodology/approach

The authors use structural topic modeling (STM) to analyze a corpus of texts focusing on the CSR efforts of three major fast fashion service brands over three years. The texts included 89 items of company communication (CSR reports and press releases), 5,351 news media articles about the brands' CSR efforts and 57,377 consumer generated tweets about the brands.

Findings

The STM analysis extracted 26 different CRS-related topics from the texts. Results showed differences in how much the three sources emphasized topics. The brands' own communication puts emphasis on environmental responsibility. News media tended to report on economic issues, treatment of employees and specific CSR-related events. Twitter showed more activity in discussing incident-based and emotionally charged topics.

Research limitations/implications

The results feed into the ongoing discussion about how companies' CSR communication relates to communication in the press and among consumers. The authors highlight themes in the individual topics that are emphasized by the three sources, and discuss how CSR themes emerge in the overall transformative agenda.

Practical implications

The paper highlights how fast fashion service brands can identify and understand different CSR agendas arising around their brand. Insight into such agendas can be used to tailor the brands' communication strategies.

Originality/value

The paper contributes to the understanding of the factors behind fashion service brands' CSR reputation, highlighting how the three main sources of CSR reputation (company reports, news and social media) emphasize different types of agendas.

中文翻译：

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企业社会责任故事中的皱纹：快时尚服务品牌企业社会责任声誉的议程不匹配

目的

企业社会责任（CSR）对于快时尚零售中的服务品牌来说是一个越来越重要的问题，因为消费者对零售商的 CSR 活动的负面印象会影响品牌体验。消费者对企业社会责任工作的印象是基于通过来自不同来源的许多渠道传达的议程。本文通过研究快时尚品牌相关企业社会责任议程的三个主要来源之间的差异：自主公司传播、新闻媒体和消费者社交媒体发布，揭示了“皱纹”，即围绕服务品牌的企业社会责任传播中可能存在的不匹配。

设计/方法/方法

作者使用结构化主题建模 (STM) 分析了一个文本语料库，重点关注三大快时尚服务品牌三年来的 CSR 工作。这些文本包括 89 条公司沟通（企业社会责任报告和新闻稿）、5,351 篇关于品牌企业社会责任努力的新闻媒体文章和 57,377 条消费者生成的关于品牌的推文。

发现

STM 分析从文本中提取了 26 个不同的 CRS 相关主题。结果显示，三个来源强调主题的程度存在差异。品牌自身的沟通强调环境责任。新闻媒体倾向于报道经济问题、员工待遇和具体的企业社会责任相关事件。Twitter 在讨论基于事件和情绪激动的话题方面表现出更多的活跃度。

研究限制/影响

这些结果为正在进行的关于公司的 CSR 传播与媒体和消费者之间的传播之间的关系的讨论提供了依据。作者强调了三个来源强调的各个主题中的主题，并讨论了企业社会责任主题如何出现在整体变革议程中。

实际影响

该论文强调了快时尚服务品牌如何识别和理解围绕其品牌产生的不同企业社会责任议程。洞察此类议程可用于定制品牌的传播策略。

原创性/价值

本文有助于理解时尚服务品牌的企业社会责任声誉背后的因素，强调企业社会责任声誉的三个主要来源（公司报告、新闻和社交媒体）如何强调不同类型的议程。