“Newstalgia” as Digital Marketing Communication Strategy

Abstract

The main objective of the study was to identify and define the features of the newstalgia communication strategy for brand promotion and evaluate the effectiveness of its use in the digital space. The materials of the study were cases of modern brands that applied the newstalgia strategy for digital platforms promotion. Also, user comments left on brands’ posts across various social media platforms were analyzed. The descriptive and case-study methods, as well as quantitative and qualitative research methods, were used in the work. In particular, sentiment analysis of brand perception, thematic content analysis and audience involvement quantitative analysis were used. The result of the study allows us to state that newstalgia is an effective communication strategy for promoting a brand in the digital space, which is conducted through linking old, recognizable phenomena of the past that evokes nostalgic feelings among consumers with the latest technological solutions.