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

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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
Pages (from-to)	136-149
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

ASJC Scopus subject areas

Social Sciences(all)

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)
Author accepted manuscript, 486 KB

Cite this

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AU - Garcia Medina, Irene

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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.

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

Abstract

Keywords

ASJC Scopus subject areas

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