Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review
The main objective of the study was to identify and define the features of the newstalgia communication strategy for brand promotion and evaluate the effectiveness of its use in the digital space. The materials of the study were cases of modern brands that applied the newstalgia strategy for digital platforms promotion. Also, user comments left on brands' posts across various social media platforms were analyzed. The descriptive and case-study methods, as well as quantitative and qualitative research methods, were used in the work. In particular, sentiment analysis of brand perception, thematic content analysis and audience involvement quantitative analysis were used. The result of the study allows us to state that newstalgia is an effective communication strategy for promoting a brand in the digital space, which is conducted through linking old, recognizable phenomena of the past that evokes nostalgic feelings among consumers with the latest technological solutions.
Original language | English |
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Title of host publication | Proceedings of the 2022 Communication Strategies in Digital Society Seminar 2022, ComSDS 2022 |
Editors | S. Shaposhnikov, L. Sharakhina |
Publisher | Institute of Electrical and Electronics Engineers Inc. |
Pages | 134-141 |
Number of pages | 8 |
ISBN (Electronic) | 9781665483933 |
ISBN (Print) | 9781665483933 |
DOIs | |
State | Published - 13 Apr 2022 |
Event | 2022 Communication Strategies in Digital Society Seminar (ComSDS) - Saint Petersburg, Russian Federation, St. Petersburg, Russian Federation Duration: 13 Apr 2022 → 13 Apr 2022 http://ieee.spb.ru/index.php?option=com_content&view=article&id=180%3A2022-comsds&catid=42%3Ahot-news&Itemid=1 |
Name | 2022 Communication Strategies in Digital Society Seminar (ComSDS) |
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Conference | 2022 Communication Strategies in Digital Society Seminar (ComSDS) |
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Abbreviated title | ComSds 2022 |
Country/Territory | Russian Federation |
City | St. Petersburg |
Period | 13/04/22 → 13/04/22 |
Internet address |
ID: 96945275