Chapter 5
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Nov 24, 2024
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Chapter 5: Implications
Theoretical Implications
This research has important theoretical significance since it confirms and extends current
theories while also clarifying some previously murky facets of CSR communication by luxury
brands using social media. The results add weight to long-held hypotheses about how CSR
communication works in the business world. Kent and Taylor (2020) are just two academics who
have stressed the significance of user-generated content and interactive storytelling in molding
CSR tales. The extensive research of how Gucci uses UGC and interactive storytelling to
strengthen its CSR communication strategy shows that the findings of this study are consistent
with their claims. In addition, the research may help shape new interpretations of established
ideas. Transparency and honesty are two qualities typically cited in discussions of the value of
CSR communication (Prosek & Gibson, 2021). This research, however, modifies that assumption
by showing how Louis Vuitton (LV) presents its sustainability initiatives in an honest light
through the use of current information and behind-the-scenes looks. Such alterations to the
existing theoretical framework emphasize the dynamic character of CSR communication tactics
within the luxury industry.
Another theoretical implication of this research is the elucidation of a contentious subject. Prior
study has hinted at the varied methods luxury firms may take to CSR because to variances in
brand identity and customer demands (Kim et al., 2023). This research fills in the gaps by
showing how three similar companies (Louis Vuitton, Gucci, and Chanel) use different CSR
communication tactics based on their respective brand identities even though they all compete in
the same industry. This elucidation enriches the theoretical conversation about the connections
between luxury brands, corporate social responsibility, and social media. This research provides
the theoretical underpinnings for a model that connects corporate social responsibility (CSR)
communication strategies with luxury brands' identities and competitive advantages. The study
lays the path for a comprehensive model that takes into account the complex nature of CSR
communication within the particular setting of luxury brands on social media by analyzing the
individual techniques adopted by each business. One important theoretical implication of this
research is that our knowledge of the phenomenon can be expanded. The study sheds light on the
factors that govern the communication of CSR in the digital age by diving into the specifics of
how luxury businesses proactively communicate CSR on social media platforms like Twitter,
Instagram, and Facebook. Researchers and industry professionals alike can gain from a better
understanding of how these companies handle issues of corporate social responsibility, brand
reputation, and online consumer participation.
Managerial Implications
The practical ramifications of this study extend beyond the theoretical world, delivering concrete
insights for luxury brand managers. The research has real-world implications for issues like CSR
communication and managing a brand. Transparency and openness in CSR communication are
two important practical implications. Louis Vuitton is a role model for other luxury businesses
because it uses immediate updates and behind-the-scenes footage to establish credibility with its
audience. The trust of consumers and their opinion of the brand can both benefit from this
transparency. The research also emphasizes the need for specialized communication tactics
across various social media channels. The necessity for diversity in marketing strategies is
exemplified by Gucci's usage of multiple channels, including interaction with Twitter influencers
and Instagram user-generated material. Managers of luxury brands can follow a similar strategy
by playing to the strengths of each medium when communicating their CSR initiatives.
The research also stresses the value of working with well-known personalities who share CSR
values. Gucci's partnerships with notable figures help to bolster the company's image as a caring
enterprise. By forming strategic alliances with influential individuals, luxury brands may
multiply the positive effects of their CSR programs. This finding has important implications for
the pedagogy of language classes and for the direction of linguistics departments at universities.
Language instructors now have a real-world setting in which to investigate communication
methods in the digital domain thanks to analyses of CSR communication on social media
platforms.
Limitations and Future Research
Limitations
The study's limitations should not be overlooked, despite the useful information it provides. The
use of secondary data for analysis is a major drawback. The study relies on archival content and
data from social media platforms, which may not accurately reflect the current state of affairs or
the efficacy of the identified CSR communication tactics. The impact of these methods may
change over time due to the dynamic nature of social media trends. Thus, the study does not offer
a real-time assessment of the strategies' performance.
The choosing of social media sites is another barrier to research. The findings may be less
generalizable because LinkedIn, a platform with an additional business-oriented focus, was left
out of the study despite its detailed examination of CSR communication methods on Instagram,
Twitter, and Facebook. To better understand how luxury brands handle CSR communication in a
business setting, future studies may broaden their focus to include LinkedIn. Generalizability
issues are further introduced by the study's narrow emphasis on three high-end labels (Louis
Vuitton, Gucci, and Chanel). Although these companies are pioneers in their field and provide
invaluable insight, little is known about the variety of CSR communication tactics employed by
the luxury industry as a whole. Brands have different identities, consumer bases, and target
markets, thus they may take different approaches. As a result, the results shouldn't be
extrapolated to the entire luxury sector without more investigation.
Future Research
Research into the future can help us overcome these obstacles and learn more about CSR
communication in the digital age. In the first place, including primary data collecting methods
like surveys or interviews might give instantaneous feedback on how customers interpret and
respond to CSR communication from luxury businesses on social media. This would make it
possible to analyze the methods found in this study in a more flexible and contextually
appropriate manner.
Future studies could also benefit from being expanded to cover new social media platforms and
trends. Luxury companies' CSR communication strategies need constant revision as new media
become more popular and consumer tastes shift. Prospective insight into the confluence of
upscale companies, corporate social responsibility, and digital engagement could be gained by
studies investigating the use of platforms like TikTok, Snapchat, or new technologies like
augmented reality in CSR messaging. Finally, the effects of criticism and controversy on the
CSR discourse of luxury brands could be the subject of future study. To fully grasp the complex
nature of CSR communication in today's digitally interconnected world, it would be helpful to
examine how organizations manage and respond to problems on social media and the resulting
effects on brand image and consumer trust.
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