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http://hdl.handle.net/10609/93113
Title: | Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands |
Author: | González Romo, Zahaira Fabiola García Medina, Irene Plaza Romero, Noemí |
Others: | Universitat Internacional de Catalunya Glasgow Caledonian University Universitat Oberta de Catalunya |
Citation: | González Romo, Z.F., García Medina, I. & Plaza Romero, N. (2017). Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands. International Journal of Interactive Mobile Technologies, 11(6), 136-149. doi: 10.3991/ijim.v11i6.7511 |
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: | interaction marketing strategies mobile marketing social networks bloggers storytelling marketing trends influencers interactivity |
DOI: | 10.3991/ijim.v11i6.7511 |
Document type: | info:eu-repo/semantics/article |
Version: | info:eu-repo/semantics/publishedVersion |
Issue Date: | 12-Sep-2017 |
Publication license: | http://creativecommons.org/licenses/by/3.0/es/ |
Appears in Collections: | Articles Articles cientÍfics |
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File | Description | Size | Format | |
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luxuryfashion.pdf | 692,02 kB | Adobe PDF | View/Open |
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