Netnography of sustainability and branding in the textile industry of Atuntaqui

Abstract

This study examines how sustainability is communicated through the digital branding of textile companies in Atuntaqui. To strengthen the methodological approach, a systematic literature review on sustainability and branding was conducted, providing a solid conceptual foundation for the categories and instruments used. In the first empirical phase, a screening matrix was applied to identify corporate sustainability criteria, leading to the selection of ten companies with the highest performance according to the reviewed factors. A content analysis matrix was then used to assess two key variables: digital communication strategies and the usability of sustainable principles. Netnographic criteria were applied for data collection through the observation of corporate digital footprints, focusing on how sustainability is conveyed in product catalogs, services, and social media platforms. Additionally, semi-structured interviews were conducted with sustainability and branding experts to complement the findings and reduce interpretation bias. The results reveal a significant gap between the discourse of sustainability and its effective implementation in business management, indicating a lack of strategic integration of the sustainability approach. The study concludes that a more coherent application between brand communication and actual sustainable practices is necessary to enhance authenticity in digital branding. This methodological and strategic alignment may open new opportunities for optimizing sustainable communication in the textile industry.