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Exploring Nostalgic Advertising Effects on Social Media: A Case of UK Retail Bank Brand

Exploring Nostalgic Advertising Effects on Social Media: A Case of UK Retail Bank Brand

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2018) Exploring Nostalgic Advertising Effects on Social Media: A Case of UK Retail Bank Brand. In: 13th Global Brand Conference, 2nd - 4th May 2018, Northumbria University, Newcastle, UK.

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Abstract

While practitioners have adopted nostalgia-based marketing and advertising strategies, consumers’ responses have also been empirically considered, the theoretical argument of this paper is how the brand context affects these outcomes. No doubt, nostalgia can evoke positive emotions, but can that be same for a retail bank, taking into consideration the utilitarian nature of financial service and unprecedented turbulence, uncertainty and lack of trust in the sector. Based on the pre-existing knowledge about these characters and the banking industry, this study aims to explore the emotional reaction towards the nostalgia advertisements and the Halifax brand within the digital sphere. As social media is transforming how consumers interact with brands and how brand-related content is consumed, this research analysed user-generated contents in the form of comments on the advertisements; as previous studies have either used fictitious advertisement or scale measurement, these comments are considered a unique data set. This place a lot of importance on the visuals used in service advertisements and further highlighting the possibilities of different meanings transferred from the visual elements of advertisements to the brand.

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: Nostalgic Advertising, Social Media, Facebook, Bank brand, Halifax
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 09 Jul 2018 11:03
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/20274

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