Connecting with the past: How brands use nostalgia to engage with customers on social networks

This chapter examines brand nostalgia as a strategy to position brands and establish emotional connections with others through social networks. These constitute the space where people connect with others, entertain, express themselves, seek information, and learn new things. They are also used to reestablish links with the past; people use them to reconnect with distant friends and relatives. In this sense, nostalgia is one of the main drivers of this behavior. Although people create and maintain connections with other individuals and brands, it is pertinent to examine how brands resort to nostalgia to appeal to people and encourage their emotional approach to themselves. A comprehensive review of the literature was conducted to shed light on progress made in the field of this type of phenomenon and to propose future research directions. © 2024 Nova Science Publishers, Inc.

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