Wrinkles in a CSR story: mismatched agendas in fast fashion service brands' CSR reputation

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' of efforts arise based on agendas communicated through many channels from different sources. The paper unravels the ‘wrinkles’, i.e. possible mismatches communication around by studying differences between three main sources brand-related agendas: Autonomous company communication, news media and postings consumers. Design/methodology/approach authors use structural topic modeling (STM) to analyze a corpus texts focusing major over years. included 89 items (CSR reports press releases), 5,351 articles brands' 57,377 consumer generated tweets brands. Findings STM analysis extracted 26 CRS-related topics texts. Results showed how much emphasized topics. own puts emphasis environmental responsibility. News tended report economic issues, treatment employees specific CSR-related events. Twitter more activity discussing incident-based emotionally charged Research limitations/implications results feed into ongoing discussion companies' relates among highlight themes individual that are sources, discuss emerge overall transformative agenda. Practical implications highlights can identify understand arising their brand. Insight such be used tailor strategies. Originality/value contributes understanding factors behind reputation, highlighting reputation (company reports, media) emphasize types agendas.