Exploring the Revival of Nostalgia and Retro Waves in Contemporary Marketing and Contagious Communication Research—Taking Contagious Möbius Strip as an Example
Boyi Chen
Abstract:This essay explores the resurgence of nostalgia and retro waves in modern marketing and their viral impact on contemporary brand strategy. Nostalgia has gained immense importance as both an emotion and a marketing tool. This study chose to investigate this topic due to its growing relevance in shaping consumer behavior and brand perception, seeking to understand how nostalgia can enhance brand engagement and consumer loyalty. Through two case studies, this study examines the real-world application of nostalgia… Show more
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