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 language | English |
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Pages (from-to) | 570-578 |
Number of pages | 9 |
Journal | Journal of Business Research |
Volume | 117 |
Early online date | 19 Oct 2018 |
DOIs | |
Publication status | Published - Sept 2020 |
MoE publication type | A1 Journal article-refereed |
Keywords
- Brand experience
- Luxury marketing
- Social media
- Value co-creation