The Sound of Memory: Nostalgia, Sonic Branding, and Emotional Connection in Luxury Digital Marketing
Date of Award
2026
Document Type
Dissertation - Restricted Access (SIA Only)
Degree Name
Master of Arts (MA)
Department
Luxury Business
Abstract
This dissertation investigates the strategic use of nostalgic soundtracks by global luxury brands in social media marketing and their emotional impact on Generation Z consumers. The study combines two approaches: an analysis of Gen Z participants’ reactions to advertisements featuring nostalgic versus modern music, and an expert interview with sonic branding professional Eva Van Woerkom of the agency Sixième Son.
The research explores whether luxury brands intentionally employ nostalgia in their social media campaigns, the emotional responses this evokes among Gen Z, and the overall effectiveness of such strategies. Nostalgia, understood as a source of comfort and familiarity, was found to influence perceptions of luxury brands by creating positive associations with music that participants recognized and appreciated. However, findings also reveal that the use of nostalgic sound is not always deliberate, nor is it consistently effective. While nostalgia can enhance emotional resonance and brand connection, nuances in soundtrack selection and brand alignment have a significant impact on outcomes.
Recommended Citation
Twomey, Olivia, "The Sound of Memory: Nostalgia, Sonic Branding, and Emotional Connection in Luxury Digital Marketing" (2026). MA in Luxury Business Dissertations. 11.
https://digitalcommons.sia.edu/ma_lux_bus/11