Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands

Zahaira González Romo; Irene Garcia Medina; Noemi Plaza Romero

doi:10.3991/ijim.v11i6.7511

Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands

Zahaira González Romo, Irene Garcia Medina, Noemi Plaza Romero

Research output: Contribution to journal › Article › peer-review

121 Downloads (Pure)

Abstract

This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.

Original language	English
Number of pages	14
Journal	International Journal of Interactive Mobile Technologies
Volume	11
Issue number	6
DOIs	https://doi.org/10.3991/ijim.v11i6.7511
Publication status	Published - 27 Nov 2017

Keywords

mobile marketing
storytelling
luxury fashion brands

Documents and Links

10.3991/ijim.v11i6.7511

González Romo, F. et al (2017) Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands
This is the author accepted manuscript of the paper published in: International Journal of Interactive Mobile Technologies, 11 (6), pp.136-149 Reproduced in accordance with the publisher's self-archiving policy. Published by International Association of Online Engineering (IAOE)
Accepted author manuscript, 486 KB

Fingerprint Dive into the research topics of 'Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands'. Together they form a unique fingerprint.

Cite this

@article{121320801e544ade8f4573ecd2308ee6,

title = "Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands",

abstract = "This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of {"}storytelling{"} is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.",

keywords = "mobile marketing, storytelling, luxury fashion brands",

author = "{Gonz{\'a}lez Romo}, Zahaira and {Garcia Medina}, Irene and {Plaza Romero}, Noemi",

note = "Acceptance email in SAN AAM: no embargo VoR is available under CC-BY 3.0 AT https://creativecommons.org/licenses/by/3.0/at/deed.en Pub date confirmed by author 19-12-17 ",

year = "2017",

month = nov,

day = "27",

doi = "10.3991/ijim.v11i6.7511",

language = "English",

volume = "11",

journal = "International Journal of Interactive Mobile Technologies",

issn = "1865-7923",

publisher = "International Association of Online Engineering",

number = "6",

}

TY - JOUR

T1 - Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands

AU - González Romo, Zahaira

AU - Garcia Medina, Irene

AU - Plaza Romero, Noemi

N1 - Acceptance email in SAN AAM: no embargo VoR is available under CC-BY 3.0 AT https://creativecommons.org/licenses/by/3.0/at/deed.en Pub date confirmed by author 19-12-17

PY - 2017/11/27

Y1 - 2017/11/27

N2 - This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.

AB - This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.

KW - mobile marketing

KW - storytelling

KW - luxury fashion brands

U2 - 10.3991/ijim.v11i6.7511

DO - 10.3991/ijim.v11i6.7511

M3 - Article

VL - 11

JO - International Journal of Interactive Mobile Technologies

JF - International Journal of Interactive Mobile Technologies

SN - 1865-7923

IS - 6

ER -