Nostalgia for the Past: The Impact of Retro Advertisements Shared on Social Media on Brand Relationships and Purchase Intentions

Purpose: The aim of this study is to examine the impact of retro product advertisements shared on social media on consumers' brand relationships and purchase intentions. Specifically, it seeks to understand how these advertisements influence consumers' perceptions of credibility, quality, and ease of understanding, and how these perceptions, in turn, affect brand loyalty and awareness. The study also aims to shed light on the overall effectiveness of retro marketing strategies in enhancing brand relationships and driving purchase intentions among consumers. Material and Method: The research was conducted in Karabük, Turkey, and data collected directly from consumers was analyzed using structural equation modeling. The study investigates how advertisements for retro products shared on social media influence consumers' perceptions of credibility, quality, and ease of understanding, and how these perceptions affect purchase intentions through brand loyalty and awareness. Results: The findings indicate that the credibility and understandability of retro product ads positively and significantly affect brand loyalty and awareness, but quality did not have the expected effect. These results highlight the effectiveness of retro marketing strategies for businesses.