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
SP - 136
EP - 149
JO - International Journal of Interactive Mobile Technologies
JF - International Journal of Interactive Mobile Technologies
SN - 1865-7923
IS - 6
ER -