Abstract
This study examines the strategic use of limited-time campaigns as a means of enhancing word-of-mouth communication and increasing brand awareness among millennials and Gen z. The study examines the use of limited-time campaigns as a means of enhancing word-of-mouth communication and increasing brand awareness among millennials and Gen Z. This study examines the effectiveness of this marketing approach in engaging younger consumers among Gucci case study. The study examines the correlation between limited time events and subsequent WOM communication, and the resulting impact on brand awareness. Through a comprehensive analysis of consumer behaviour, event marketing strategies and brand perceptions, this study provides insights into the dynamic interplay between time-limited experiences and the resonance they generate among contemporary target audiences. These findings contribute to a deeper understanding of how brands can capitalise on fleeting allure to effectively connect with digital natives and foster lasting brand loyalty.
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