Chanel’s Invitation to Backstage: The Effects of Visual Storytelling and Content Ephemerality on VIP emotions

Date
2018-01-01
Authors
Lim, Heejin
Childs, Michelle
Cuevas, Leslie
Lyu, Jewon
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Abstract

This study attempts to investigate the effect of visual storytelling on VIP emotions in luxury fashion brands’ social media communication and how the effect interacts with different presentation modes such as high- and low-levels of ephemerality (i.e., Instagram Stories mode vs Instagram regular posts, respectively).

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