Abstract:

One of the aspects of activities of contemporary companies, which importance for a positive image is constantly growing, is CSR. This area is still little known in the context of luxury brands. Undeniably, the participants of the luxury goods market have enormous potential to effectively implement the idea of sustainable development. However, it should be considered whether activities in this field are desirable from the point of view of buyers of luxury products and whether informing about them via social media constitutes an attractive content for its users. The aim of the article is to analyze the activities carried out by the luxury brand, Gucci, which is the most popular in social media in recent years, in the field of sharing information about the implemented CSR policy. The necessity to implement the idea of sustainable development into companies' strategies is beyond any doubt. However, it should be assessed to what extent the content related to this type of activity is desirable from the point of view of social media users and whether and what reaction it evokes. This article will analyze the Gucci brand profiles in social media in terms of informing users about CSR policy activities carried out by the company, as well as assessing users' reactions to brand posts.