Nostalgia's Evolution: Impact on Brands and Social Media

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This study delves into the influence of nostalgia in contemporary society, focusing specifically on Zillennials—individuals born at the cusp of Millennial and Gen Z generations. It explores how their unique upbringing has shaped their interactions with nostalgia, especially through social media's powerful impact. By examining the nostalgic orientation process and its visibility leading to altered brand perceptions, the study employs quantitative analysis and case studies. It highlights the...