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Title: Marketing de nostalgia y su influencia de compra en la generación millennial
Author: Garrido Ferreño, Julia
Tutor: Morales-Solana, Doris  
Others: Cerdan Chiscano, Monica  
Keywords: COVID-19
millennial generation
digital marketing
màrqueting digital
Issue Date: Jun-2022
Abstract: Nostalgia marketing, a discipline that grew out of experiential marketing, uses the power of emotions to achieve a wide variety of business objectives. Particularly effective in less optimistic socio-economic contexts, it experienced a boom in Spain after the 2008 financial crisis and, more recently, the COVID-19 pandemic. This research seeks to explore the relationship between techniques related to retromarketing and Generation Y consumers during and after the coronavirus pandemic. This is preceded by a study of the millennial cohort and the economic, psychosocial and consumer context that defines it, in conjunction with the theoretical and evolutionary foundations of nostalgic marketing. Subsequently, a mixed methodology is employed to perform analytical-qualitative case studies, complemented by netnographic studies in digital environments and quantitative surveys of a heterogeneous and representative sample of this generational segment. The results conclude that products attributable to nostalgia marketing affect the purchasing attitude of millennials especially after 2020, with recent consumption figures reaching 70.5%. The emotions they arouse in the individual and the social factor are basically the main drivers behind the purchase, while the online medium is manifestly the preferred channel to encourage and share this consumption.
Language: Spanish
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