The role of social media in communicating CSR within fashion micro-organizations

This chapter investigates how sustainable fashion micro-organizations understand and communicate CSR activities through their digital platforms, focusing specifically on social media such as Twitter, Facebook, and blogs. A qualitative research methodology based on semi-structured interviews, semiotics, and Twitterfeed analysis provides an insight into three micro-organizations. The findings suggest that although social media plays an increasingly important role in promoting a company’s products and services, not all platforms may be appropriate to communicate CSR activities. Blogs emerge as valuable tools to gain stakeholder engagement, which allow organizations to actively communicate their CSR activities to a wider audience.