Digital nostalgia: Marketing strategy for transforming the new into the old

Abstract

Causing nostalgic feelings in consumers has long been a very effective means of influencing their shopping behavior. Lately, and probably under the influence of a crisis situation caused by a pandemic, in which people are generally more concerned about the existence of their family members and themselves, this marketing strategy seems to have an even stronger impact. The use of nostalgia in a virtual environment is especially interesting. Although seemingly incompatible, the digital environment has proven to be very adequate for the application of these methods. Today, a large number of applications offer the possibility of converting new digital photos and video content into old ones (with the help of various filters), the topic of streaming movie and TV shows content is increasingly placed in some earlier eras, which did not bypass the video game industry. Consumers who once enjoyed the virtual world of video games, as young people, can now reanimate the feelings of old times, although in a new way and mostly surrounded by young generations, who also enjoy such achievements, only their motives are different, but still very strong.