Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review
'Newstalgia' as Digital Marketing Communication Strategy. / Balakhonskaya, Liudmila V.; Balakhonsky, Vitaly V.; Gustokashina, Alena A.
Proceedings of the 2022 Communication Strategies in Digital Society Seminar 2022, ComSDS 2022. ed. / S. Shaposhnikov; L. Sharakhina. Institute of Electrical and Electronics Engineers Inc., 2022. p. 134-141 (2022 Communication Strategies in Digital Society Seminar (ComSDS)).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review
}
TY - GEN
T1 - 'Newstalgia' as Digital Marketing Communication Strategy
AU - Balakhonskaya, Liudmila V.
AU - Balakhonsky, Vitaly V.
AU - Gustokashina, Alena A.
N1 - Publisher Copyright: © 2022 IEEE.
PY - 2022/4/13
Y1 - 2022/4/13
N2 - 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.
AB - 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.
KW - communication strategy
KW - digital marketing
KW - digital technologies
KW - emotional branding
KW - newstalgia
KW - nostalgia
UR - http://www.scopus.com/inward/record.url?scp=85130580397&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/b4eeeecc-4b8e-3bfb-95e8-21bca45c933a/
U2 - 10.1109/comsds55328.2022.9769130
DO - 10.1109/comsds55328.2022.9769130
M3 - Conference contribution
AN - SCOPUS:85130580397
SN - 9781665483933
T3 - 2022 Communication Strategies in Digital Society Seminar (ComSDS)
SP - 134
EP - 141
BT - Proceedings of the 2022 Communication Strategies in Digital Society Seminar 2022, ComSDS 2022
A2 - Shaposhnikov, S.
A2 - Sharakhina, L.
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 2022 Communication Strategies in Digital Society Seminar (ComSDS)
Y2 - 13 April 2022 through 13 April 2022
ER -
ID: 96945275