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A picture is worth a thousand words: A content analysis of women's body representations on The North Face and Patagonia's Instagram pages

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A picture is worth a thousand words: A content analysis of women's body representations on The North Face and Patagonia's Instagram pages

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This book explains how Patagonia and North Face, two outdoor brands that are similar, post on Instagram and what it represents about them as brands when it comes to women and their body representations.

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Written by the founder of Patagonia, this book tell the story of how he brought “doing good and having grand adventures” into brand which has formed the identity we now recognize today consistent in their social media and blog. https://www.amazon.com/Let-People-Surfing-Education-Businessman/dp/0143037838

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Sustainability, brand authenticity and Instagram messaging

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Sustainability, brand authenticity and Instagram messaging

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Discusses how brands are looking to be authentic in the realm of sustainability especially connected to a brand like Patagonia whose focus is on nature and brand sustainability.

https://www.sciencedirect.com/science/article/pii/S0148296324000511

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https://www.youtube.com/watch?v=1Bv9QcauZKU

This YouTube video from the D&AD Festival 2023, takes a look at Patagonia’s use of political, activist, and anti-consumer messaging to focus on what the brand defines as truly important and shape meaningful imagery. Using these tactics discussed in the video, the company applies that to their instagram and other social engagement

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This article connects to how Patagonia uses Instagram by showing how brands can leverage social media content to consistently convey their values and their brand personality. Specifically, Patagonia promotes environmental activism and adventures to build authentic relationships and align with what their consumes truly care about in real time!

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A Brand-New Look at You: Predicting Brand Personality in Social Media Networks with Machine Learning - Utku Pamuksuz, Joseph T. Yun, Ashlee Humphreys, 2021

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Tools for analyzing social media text data to gain marketing insight have recently emerged. While a wealth of research has focused on automated human personalit…