This study investigates how the terms "greenwashing" and "fashion sustainability" are transmitted among social entities, as well as who impacts this social discourse in terms of structure, pattern, and substance. Three specific research objectives are: identifying opinion influencers in greenwashing and sustainable fashion communication, determining the diffusion structure of greenwashing discourse in social media (i.e., Twitter) communication, and investigating the associated social discourse regarding keywords' semantic networks on Twitter. This study employs social network analysis (SNA) to perform cluster mapping and semantic analysis on Twitter networks, with a focus on investigating the social discourse around greenwashing in fashion sustainability initiatives.The identification and diffusion of content and discourse on Twitter concerning sustainability and greenwashing in the fashion industry may be facilitated by utilizing theories such as two-step flow communication and selective exposure theory. This study discovered the critical significance of social influencers, diffusion structures, and communication in generating the discourse of greenwashing in fashion sustainability practices through shared networks. Based on the findings, we provide crucial theoretical contributions and managerial implications for businesses concerned with greenwashing and sustainable fashion. Findings from data networks may help organizations and people understand communication patterns, community growth on social media, and different types of discourse inside the network.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc2332668 |
| Date | 05 1900 |
| Creators | Lee, Hanel Rachel |
| Contributors | Kim, Haejung M., Yang, Kiseol, KC, Birendra |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Lee, Hanel Rachel, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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