Uncovering the Critical Traits of Sustainable Brand Success in the Attention Economy from Social Media

As people revel in the comforts of modern living, they're also becoming aware of their impact on the planet, willing to pay a premium for sustainable products. This trend presents possibilities for sustainable brands. However, with technology driving the ubiquity of social media, the attention economy has emerged as a new economic system, competing for people's attention to create opportunities. Consequently, capturing attention has become a key factor for economic success. Based on the traits of sustainable brands and their community characteristics, this study combines the novel methods of media richness theory and self-categorization theory to propose a model that can effectively identify whether the sustainable brand is successful in the attention economy, providing guidance for brands hoping to succeed in this area.