The Impact of Nostalgia Marketing on Young Consumers' PurchaseIntentions on Douyin—A Case Study of White Rabbit Creamy Candy

As short-video platforms like Douyin play an increasingly prominent role as places where post-1995 and post-2000 consumers engage socially, entertain themselves, and consume goods and services, nostalgic emotional marketing has emerged as an essential tool for brands targeting young consumers. However, from a practical point of view, there is not enough consensus in many organizations regarding the relationship between nostalgic feelings and consumer behavior. In this context, it becomes difficult to implement adequate control of the efficiency of marketing activities in connection with the use of nostalgia. However, currently existing scientific works have traditionally focused on either nostalgic marketing or short-video consumer behavior, but not on the relationship between nostalgic feelings and consumer behavior. Considering these gaps in the literature, the present study selects Douyin as the research platform and White Rabbit Creamy Candy as the research subject – one of the national trademarks. Specifically, this study seeks to determine the impact of different content types and algorithmic recommendations on nostalgic feelings of post-1995 and post-2000 consumers and, based on this information, analyze how nostalgia affects consumer behavior.