The Power of Nostalgia in Digital Marketing – Using the Past to Engage Consumers
Tran, Thi Yen Vy (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052315054
https://urn.fi/URN:NBN:fi:amk-2025052315054
Tiivistelmä
This thesis explored the impact of nostalgia marketing in the digital age, focusing on its influence on consumer engagement, brand loyalty, and purchase intent. This study aimed to determine how digital tools enhance the effectiveness of nostalgia-driven campaigns. Additionally, it examined the role of nostalgia in shaping emotional connections between brands and consumers.
The research was implemented through a combination of a survey-based correlation analysis and case studies on LEGO and Pokémon GO. These two brands successfully integrated nostalgia into their marketing strategies and which can be learned from. Furthermore, the survey collected quantitative data on consumer perceptions of nostalgia marketing, engagement levels, and purchasing behaviour.
The findings indicated that nostalgia marketing effectively strengthened emotional connections, improved brand recall and enhances brand loyalty. Digital tools, particularly AR and social media, played a crucial role in amplifying nostalgic experiences and consumer interaction. However, nostalgia marketing infused with technological opportunities did not consistently lead to higher engagement. This study also highlighted emerging trends and the need to balance nostalgia and technology.
The results contribute to the understanding of nostalgia marketing in a modern digital world and offer recommendations for brands seeking to implement effective and innovative nostalgia-driven strategies.
The research was implemented through a combination of a survey-based correlation analysis and case studies on LEGO and Pokémon GO. These two brands successfully integrated nostalgia into their marketing strategies and which can be learned from. Furthermore, the survey collected quantitative data on consumer perceptions of nostalgia marketing, engagement levels, and purchasing behaviour.
The findings indicated that nostalgia marketing effectively strengthened emotional connections, improved brand recall and enhances brand loyalty. Digital tools, particularly AR and social media, played a crucial role in amplifying nostalgic experiences and consumer interaction. However, nostalgia marketing infused with technological opportunities did not consistently lead to higher engagement. This study also highlighted emerging trends and the need to balance nostalgia and technology.
The results contribute to the understanding of nostalgia marketing in a modern digital world and offer recommendations for brands seeking to implement effective and innovative nostalgia-driven strategies.