From Washing to Hushing: Brand Ecosystem Positioning Strategies and Their Impact on Social Media Engagement – MSI

Working Paper

From Washing to Hushing: Brand Ecosystem Positioning Strategies and Their Impact on Social Media Engagement

Georgia Liadeli, Francesca Sotigu and Peeter Verlegh

Sep 10, 2024

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Analyzes over 175,000 social media posts by 136 brands over 24 months to determine how (mis)alignment of brand identity and brand positioning on social media affects consumer perceptions and engagement.

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research recap

Washing vs. Hushing: (Mis)Aligning Brand Identity and Social Media Positioning

Actions inconsistent with a brand’s social media positioning erode consumer trust and engagement (think “greenwashing”), but failure to communicate on important subjects— “hushing”—can also be harmful. While consistency matters, consumers appreciate it when a brand comments on relevant societal issues, even if these are not (yet) part of its core mission.

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