The 4Es model in influencer marketing narratives: the case of Daniel Wellington
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Abstract
The modern fashion market requires new methods of communication. This article examines the case of the millennial watch brand, Daniel Wellington, to analyse the use of the 4Es model to promote coherent brand storytelling. The study uses a qualitative and quantitative content analysis to assess brand and user activity on Instagram, interaction and brand coherence in 200 posts from 2019 and 2020. The results show that brand success is due to the power of micro-influencers and that this type of brand-building communication is part of a 4Es marketing strategy.
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