Extending the luxury experience to social media – User-Generated Content co-creation in a branded event

Elina Koivisto*, Pekka Mattila

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

7 Citations (Scopus)

Abstract

The objective of this study is to provide new insights into social media marketing of luxury fashion. Consequently, this conceptual article addresses the User-Generated Content (UCG) within experiential marketing events. To demonstrate how a branded exhibition can facilitate the co-creation of visual content and its dissemination on social media, the article presents an illustrative visual frame analysis of the UCG. Theoretically, the study presents a new perspective on the dynamics of company-consumer co-creation, and demonstrates the application of a novel methodology for visual analysis of luxury that enables an understanding of the meanings in consumer-generated images. In managerial terms, this study provides new insights into UCG in social media marketing. To this end, experiential marketing event provide brands a platform for co-creating content with customers, and in so doing, engaging them to disseminate the brand value proposition.

Original languageEnglish
Pages (from-to)570-578
JournalJournal of Business Research
Volume117
Early online date19 Oct 2018
DOIs
Publication statusE-pub ahead of print - 19 Oct 2018
MoE publication typeA1 Journal article-refereed

Keywords

  • Brand experience
  • Luxury marketing
  • Social media
  • Value co-creation

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