Effectiveness of nostalgia marketing in contemporary movies on consumers from young generation.

Anna Kopchenova

Master's thesis

Abstract:

This thesis explores the effectiveness of nostalgia marketing in modern movies on the younger generation. The main goal of the research is to understand whether and what impact nostalgia marketing in films has on young people. The foundation of the theoretical framework is based on the use of nostalgia in marketing, its impact on consumer behaviour and the connection between nostalgia and movies. A qualitative approach, including in-depth interviews with Generation Z consumers of Slavic nations and industry experts, constitutes the primary data collection method. The results of the data analysis are presented, discussed, and recommendations to the filmmakers are given. The results of this study indicate that nostalgia marketing in movies is a successful technique for appealing to the younger generation and that it can arouse positive feelings. However, relying only on nostalgia marketing can be harmful. Instead, it is crucial to find a balance between the well-known and the new.

Abstract:

This thesis explores the effectiveness of nostalgia marketing in modern movies on the younger generation. The main goal of the research is to understand whether and what impact nostalgia marketing in films has on young people. The foundation of the theoretical framework is based on the use of nostalgia in marketing, its impact on consumer behaviour and the connection between nostalgia and movies. A qualitative approach, including in-depth interviews with Generation Z consumers of Slavic nations and industry experts, constitutes the primary data collection method. The results of the data analysis are presented, discussed, and recommendations to the filmmakers are given. The results of this study indicate that nostalgia marketing in movies is a successful technique for appealing to the younger generation and that it can arouse positive feelings. However, relying only on nostalgia marketing can be harmful. Instead, it is crucial to find a balance between the well-known and the new.

Keywords

Nostalgia marketing, marketing in movies, consumer behaviour, young generation

Keywords

Nostalgia marketing, marketing in movies, consumer behaviour, young generation

Language used: English

Date on which the thesis was submitted / produced: 12. 5. 2023

Thesis defence

• Date of defence: 5. 6. 2023
• Supervisor: Martin Machek
• Reader: Barbora Sádlová

Vysoká škola ekonomická v Praze

Master programme:
Management