Social media has radically altered marketing’s ecology of influence. Moreover, through the rise of visual social media platforms in recent years, marketers are facing new challenges. Adopting an exploratory approach, our study combines interviews and content analysis to explore the managerial perspectives to brand storytelling through visual content site Pinterest and to assess its potential as a strategic marketing communications tool.

• Hanna Kontu(London College of Fashion, UK)
• Karinna Nobbs(British School of Fashion, UK)
• Katherine Duffy(University of Essex, UK)
• Matteo Montecchi(London College of Fashion, UK)