Innovating Communication of Historical Content in the Digital Platforms: The Role of Nostalgia Marketing

Abstract

Based on Social Identity Theory and the S-O-R model, this study examines the impact of four content formats on nostalgic emotions and sharing behavior among Vietnamese Gen Z. The results from 293 valid responses indicate that video and images are the two formats that most strongly influence nostalgic emotions; in turn, these emotions positively affect users’ contentsharing behavior on social media. These findings confirm that nostalgia marketing is not only an emotional trigger but also represents an innovative approach to communicating historical content, aligning with the preferences and information consumption patterns of younger generations. Accordingly, the study suggests that communication organizations, museums, and historical sites should prioritize the use of visually oriented content formats combined with nostalgic elements to enhance engagement and expand their reach among young audiences in the digital era.