Constructing Nostalgic Meaning : Generation Z`s Interpretation of Second-Hand Nostalgic Cues in Digital Marketing

Sammanfattning

The purpose of this study is to gain deeper understanding and insight of how Generation Zexperiences and is affected by nostalgic advertising, that refers to eras they did not experiencethemselves. While previous research has mostly focused on memory-based nostalgia thisstudy provides a broader interpretative perspective, to move from memory-based nostalgiatoward more interpretation understanding of nostalgia.The research design follows an exploratory, qualitative research design with an inductiveapproach. Data were collected through twelve semi-structured interviews, where visualstimuli were used to evoke nostalgic reactions and understand how meaning was created tothe nostalgic cues. The collected material was analyzed through thematic analysis, wherereoccurring themes were identified based on the participants interpretations and experiences.The results of this study emphasize the dual character of second-hand nostalgia within digitalmarketing. Nostalgic cues can both be stimulated by positive emotions, while at the same timethe nostalgic cues can bring out criticism and skeptical responses. The interpretations ofnostalgic cues were influenced by authenticity, relevance and trustworthiness. The findingsfurther suggest that the perception of nostalgia among Gen Z does not automatically triggeremotional responses but is rather a conditional process. Some of the participants experiencedan emotional connection, and others did not, showing that nostalgia is formed by memoriesand personal preferences.Studies show that nostalgic content for Generation Z is a conditional phenomenon which doesnot automatically lead to emotional responses and instead depends of individuals’ personalmemory, preferences, identity, and perceived authenticity. Nostalgic cues are experienceddifferently by participants, and either through personal experiences or it raised from mediatedand symbolic exposure. In addition, another finding from the results shows that nostalgia isoften perceived as a phenomenon of a trend rather than a real feeling that leads to anemotional response. Finally, the study shows that nostalgia in digital marketing is mosteffective when it is perceived as authentic and relevant.