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

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2018-01-01
Authors
Lim, Heejin
Childs, Michelle
Cuevas, Leslie
Lyu, Jewon
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

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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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