MIS500
Foundations of Information Systems
Assignment 1
Research Report
Student Name:
Table of Contents
Engagement and CSR Messaging 5
Audit of Social Media Platforms Using Quesenberry's Tool 5
Recommendations Using Porter’s Value Chain Model 8
Recommendation Maximizing Customer Value through Ethical Practices 10
Introduction
Veja is a French Sneaker company that was started in 2004 and today it is considered a champion of sustainable shoes. Veja brand was developed by Sebastien Kopp and Francois-Ghislain Morillion, this brand pays much attention to the usage of organic and fairly traded materials in manufacture and recycling products. The brand obtains materials like wild rubber from the Amazon and organic cotton from agriculture farmers in Brazil without exploitation. See, Veja must take its corporate social responsibility very seriously; the fashion company is today among the world’s foremost environmentally friendly sneaker brands for the stylish consumer.
Discussion
Veja was chosen for this audit, analysis, and evaluation because it is one of the environmentally committed sneaker companies with specifically ethical production. The materials it employs include wild rubber, recycled plastic bottles as well organic cotton to ascertain that it has reduced its effect on the environment. Veja is also concerned with the transparency of production, and consumers can see a transparent view of its supply chain and labor issues more important for consumers in today’s world. Also, Veja’s established globalization and expanding popularity bring it to the proposition for identifying if and how digital and social media are beneficial for all aspects of the marketing mix and the company’s sustainability goals. It is, therefore, possible to analyze its approach to understand how a brand deals with the task of having an ethical responsibility towards the environment while growing its business, which makes Veja a perfect candidate for analysis in the age of environmentally sustainable practices.
Figure 1: Veja Logo
Audit and Analysis
This paper analyzes Veja’s website, blog, Instagram, and Pinterest pages, and it is seen that the brand has a clear and coherent online presence with clear call-to-actions to buy its sustainable sneakers. It is also very simple to use and the layout focuses on the company’s values and its dedication to sustainability, including information on all the products, materials, and supply chain. Veja performs best on Instagram and Twitter, which are important for the company in its CSR-oriented marketing strategy. Instagram offers exclusively clear and impressive images, demonstrating environmentally friendly materials and partnerships with influential sustainable influencers. Veja actively calls for people’s interaction through polls, storytelling behind some of the brand’s creations, or sharing customers’ photos wearing their Veja sneakers. It also makes sure that Veja is in a position to create a community with followers who embrace sustainable measures. On Twitter, the brand converses with consumers on issues to do with sustainability, product development, and sharing of links to articles on sustainable fashion. Finally, Veja employs several most popular keywords such as #sustainablefashion or #ecofriendly to increase its popularity; the company actively participates in discussions about corporate social responsibility, promptly and positively answering customer’s questions.
Engagement and CSR Messaging
Through its digital presence, Veja employs a high level of customer interaction with its CSR message. On Instagram and Twitter, posts represent not only their products but also stress the fact that their products are made ethically. In this way, the company tells stories of farmers, factory workers, and green material and that is how Veja creates its brand’s story of being environmentally and socially responsible.
Audit of Social Media Platforms Using Quesenberry's Tool
Criteria |
||
Content-Type |
High-quality images, stories, reels showcasing products, eco-friendly materials, and sustainability initiatives. |
Tweets about sustainability news, product updates, CSR efforts, and engaging with followers on relevant topics (Järvi, 2021, p. 22). |
Sentiment |
Positive sentiment overall, focusing on brand loyalty, community support, and appreciation for sustainability efforts. |
Generally positive, with customers expressing support for eco-friendly practices, but also addressing inquiries and concerns. |
Engagement Level |
High engagement with followers through likes, comments, polls, and user-generated content. Strong community interaction. |
Moderate engagement, with a focus on discussions and timely responses to customer inquiries. |
Frequency of Posts |
Regular posts (3-5 times a week), with stories updated daily to keep the audience engaged. |
Frequent tweets (multiple times daily) to stay relevant and current with trends and discussions. |
Audience Interaction |
Active responses to comments and direct messages, encouraging dialogue about sustainability and brand values. |
Engages in conversations through retweets, replies, and discussions, building a community around eco-conscious topics. |
Brand Messaging |
Strong emphasis on eco-friendly production, transparency, and social responsibility. Uses hashtags like #sustainablefashion. |
Consistent messaging around CSR, sustainability, and ethical practices, with links to articles and blog posts. |
Visual Appeal |
Visually appealing grid layout with bright, engaging photos that highlight products and values. |
Text-based posts with occasional images; rely more on information sharing than visual aesthetics. |
Call to Action |
Encourages followers to share their experiences with Veja products and promotes sustainable practices. |
Encourages discussions on sustainability topics, often sharing informative articles and resources. |
Figure 2: Twitter Account Details
Source: (Veja, 2024)
Figure 3: Instagram Account
Source: (Veja, 2024)
Veja has a much bigger following on Instagram and Twitter now; 1M followers against 11.2K followers respectively. Thus, it emphasizes Instagram as the brand’s more dominant platform and allows showcasing its environmentally friendly sneakers and actions. Veja continues to repost frequently, with a total of 2,775 posts, proving its dedication to making its audience interact with its content through valuable visual materials based on friendly and environmentally friendly products. That the brand follows only accounts on both platforms means that it is selective in its activities and tries to be as active as possible only on the profiles of those that are interesting.
Recommendations Using Porter’s Value Chain Model
In the scope of Porter’s Value Chain model, Veja’s main activities are the directional efforts spent on marketing and sales where they aim to raise awareness about their sustainable sneakers (Tuoi, & Son, 2023, p. 75). On the website, the firm reliably and comprehensively promotes sustainable purchasing by displaying environmentally friendly functioning as for social networks, the brand captures viewers’ attention by offering them thought-provoking visuals and sharing inspiring sustainability narratives.
Figure 4: Porter’s value chain model
(Lars de Bruin, 2018)
Recommendations:
Leverage Influencer Collaborations: With proper coordination, marketing exposure can be boosted by working with environmentally friendly popular opinion influencers who can act as brand advocates. It will increase their visibility on social media platforms and build real relationships with those consumers who care about sustainability.
Interactive Content Creation: AR experience on their website and social media activity to engage their customers. This also will involve customers, as it will show customers how Veja products can be placed into their everyday use while addressing the brand’s environmental sustainability pillars.
Targeted Social Media Advertising: Make use of analytical measuring for effective promotion on sites such as Instagram and Facebook. Veja can increase the sales traffic and conversion rate by targeting customers interested in sustainable fashion and who are potential buyers of Veja’s products.
Conclusion
Veja should fully involve its customers by improving new customer experiences and creating suitable specific and environmental promotional appeals. Advertisements about sustainability can be done through webinars, and virtual events, and therefore the organization can easily get closer to consumers to ensure brand loyalty. Perhaps, the extension of their marketing portfolio with accounts in new social networks such as TikTok or Pinterest could start more young people and create entertaining content with eco-products. Moreover, using social networks, such as YouTube for narratives and product presentations may help the consumer learn about sustainable practices to enrich the brand narrative. These actions not only will enhance the sales figures but also underscore the company’s dedication to spreading environmentally friendly practices, so Veja becomes a leader in the concept of sustainable fashion.
Recommendation Maximizing Customer Value through Ethical Practices
Transparent Sourcing: It is recommended that they should include information regarding the sourcing of products on their website and social media accounts letting the intended consumers know they use ethical means when sourcing their products.
Storytelling Campaigns: Start storytelling campaigns that tell the positive consequences of buying ethical sneakers, and the benefits to the society and environment, to increase the positive feelings that a consumer gets from a product.
Customer Engagement Initiatives: Invest in programs that involve the customer in some way, for example, when coming up with sustainable lifestyles on social media platforms the customers are engaged in content such as encouraging the use of Eco-friendly products while also encouraging togetherness hence supporting their brands.
References
?Järvi, I. (2021). Exploring sustainability communications on Twitter with topic modeling from a stakeholder perspective: evidence from the Finnish markets. https://lutpub.lut.fi/bitstream/handle/10024/162265/Pro%20gradu_Jarvi_Iina.pdf?sequence=1&isAllowed=y
Lars de Bruin. (2018). Value Chain Analysis EXPLAINED with EXAMPLES | B2U. B2U - Business-To-You.com. https://www.business-to-you.com/value-chain/
Tuoi, N. T., & Son, N. P. (2023). Review of agricultural value chain analysis. Ho Chi Minh City Open University Journal Of Science-Economics And Business Administration, 13(1), 75-86. https://www.academia.edu/download/101820147/1757.pdf
VEJA – Official site | Transparency, organic materials, fair trade sourcing. | VEJA. (2020). Veja-Store.com. https://www.veja-store.com/en_eu/
Veja (2024). Veja | Instagram. https://www.instagram.com/veja/?hl=en
Veja (2024). Veja | Twitter. https://x.com/vejaproject
