Author

Fabianus Fensi

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Open access Sep 2026

Discursive constructions of critical consumer identity on social media: between authentic advocacy and greenwashing accusations

This study examines how social media users discursively construct “critical” or “conscious” consumer identities within sustainability fashion discourse on TikTok, and explores the implications for marketing communication, particularly the risk of being perceived as engaging in greenwashing or purpose-washing. Metho...

Hilarius Bambang Winarko, Fabianus Fensi, Endah Fantini · Frontiers in Communication · 0 citations

Open access Jul 2026

The Narrative Paradigm in TikTok Content: A Case Study of @Harbie16’s Storytelling Strategy in Reconstructing the Image of a Quiet Restaurant

The rapid development of social media, particularly TikTok, has created new forms of digital communication where storytelling serves as a primary means of building emotional engagement and shaping audience perception. A compelling phenomenon is the emergence of content that elevates quiet, empty restaurants and transfo...

A. Ngantung, Fabianus Fensi · Enrichment: Journal of Multi... · 0 citations