Repackaging the past: Nostalgia as a Strategic Lever in Retro-Marketing in the Digital Era

Résumé

Abstract

In an era of media saturation and consumer skepticism, retro-marketing has re-emerged as a strategic branding approach, leveraging nostalgia to foster emotional resonance and differentiation. Rooted in aesthetic and symbolic references to the past, this strategy draws on a complex emotional register that links memory, identity, and consumer attachment.

This article presents a critical literature review of nostalgia-driven retro-marketing, with a focus on its evolution within digital environments. Drawing from marketing, psychology, and cultural studies, the review explores the conceptual foundations of nostalgia and its role as an affective lever in consumer-brand relationships. Particular attention is given to key typologies of nostalgia such as; personal vs. collective, real vs. simulated, and restorative vs. reflective nostalgia, and their effects on consumer perception, trust, and purchase behavior.

The paper further examines how digital platforms such as social media amplify nostalgic appeals through algorithmic memory, emotional targeting, and participatory co-creation. These dynamics have transformed nostalgia from a passive sentiment into an active tool for digital brand engagement and identity construction.

By synthesizing interdisciplinary findings, the article identifies theoretical gaps and proposes future research directions to better understand nostalgia as a culturally situated and strategic communication asset in postmodern consumer culture.

Keywords: retro-marketing, Nostalgia, social media, brand engagement, identity construction