Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands

Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands

Marketing strategies

mobile marketing

social networks

bloggers

storytelling

marketing trends

influencers

interactivity

interaction

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.

González Romo, Zahaira Fabiola

García-Medina, Irene

Plaza Romero, Noemí

International Journal of Interactive Mobile Technologies (iJIM); Vol. 11 No. 6 (2017); pp. 136-149

1865-7923

International Association of Online Engineering (IAOE), Vienna, Austria

2017-11-27

Copyright (c) 2017 Zahaira Fabiola González Romo, Irene García-Medina, Noemí Plaza Romero

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eng

info:eu-repo/semantics/article

info:eu-repo/semantics/publishedVersion

Peer-reviewed Article