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

Authors

  • Zahaira Fabiola González Romo Universitat Internacional de Catalunya Barcelona https://orcid.org/0000-0003-2034-9704
  • Irene García-Medina Glasgow Caledonian University
  • Noemí Plaza Romero Universitat Oberta de Catalunya

DOI:

https://doi.org/10.3991/ijim.v11i6.7511

Keywords:

Marketing strategies, mobile marketing, social networks, bloggers, storytelling, marketing trends, influencers, interactivity, interaction

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.

Author Biography

Zahaira Fabiola González Romo, Universitat Internacional de Catalunya Barcelona

Coordinator of the Degree of Advertising and Public Relations

Facultat de Ciències de la Comunicació


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Published

2017-11-27

How to Cite

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 (iJIM), 11(6), pp. 136–149. https://doi.org/10.3991/ijim.v11i6.7511

Issue

Vol. 11 No. 6 (2017)

Section

Papers

License

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