A Case Study of Social Media Analytics for Effective Digital Marketing in Textile Circularity

Today, as most organizations navigate through digital transformation, the pressing concerns of environmental issues elevate sustainability and the circular economy to critical positions on corporate agendas. To address this gap, this study adopts a case study over Instagram© to combine descriptive and content analyses to extract insightful data. The results reveal that distinct contrasts are evident between passive viewing and active participation on social media, highlighting a need for strategies that better foster meaningful engagement. The effectiveness of content in engaging users is crucial, particularly when it employs positive sentiments and specific formats, which tend to attract more interaction. Furthermore, the pivotal roles of key hashtags and influential social media users in linking various sustainability discussions are instrumental in shaping broader awareness and discourse. This paper contributes to the field by offering insights that can refine digital marketing strategies and improve stakeholder engagement in the textile industry, emphasizing the importance of nuanced customer behavior analysis.