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Journal articles on the topic 'Emotional marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Chen, Siyu. "The Impact of Emotional Marketing on Consumers' Purchase Intention: A Case Study of Jellycat." Advances in Economics, Management and Political Sciences 83, no. 1 (2024): 285–91. http://dx.doi.org/10.54254/2754-1169/83/20240763.

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This study examines the context of the 21st century where markets are bombarded with a plethora of products. Marketers want to promote their products. However, it is a thing of the past when the quality of a product alone can make customers buy it. As people's standard of living rises, customers will always be attracted to products that connect with them emotionally. Salespeople are realizing that for them to position and sell their products, they need to understand what consumers want and how they can emotionally resonate with them. Consequently, in the 21st century, a new marketing approach

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Guo, Ziyuan. "Emotional Marketing and Consumer Behavior." Advances in Economics, Management and Political Sciences 81, no. 1 (2024): 266–72. http://dx.doi.org/10.54254/2754-1169/81/20241703.

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In today's marketing landscape, Emotional Marketing has become a significant strategy that surpasses conventional functional marketing by establishing a direct emotional connection with consumers. Brands and companies seek to form authentic emotional ties with the vast consumer base by crafting emotional stories and experiences rather than simply promoting products or services. The implications of this emotional connection on consumer behavior are immense. Consumers' purchasing decisions, brand loyalty, and overall interaction with the brand can be significantly influenced by emotional marketi

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Gladson Nwokah, N., and Augustine I. Ahiauzu. "Emotional intelligence and marketing effectiveness." Marketing Intelligence & Planning 27, no. 7 (2009): 864–81. http://dx.doi.org/10.1108/02634500911000199.

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Gould, B. "Emotional capital and internal marketing." Antidote 3, no. 8 (1998): 34–37. http://dx.doi.org/10.1108/eum0000000006613.

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Kidwell, Blair, David M. Hardesty, Brian R. Murtha, and Shibin Sheng. "Emotional Intelligence in Marketing Exchanges." Journal of Marketing 75, no. 1 (2011): 78–95. http://dx.doi.org/10.1509/jm.75.1.78.

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Kidwell, Blair, David M. Hardesty, Brian R. Murtha, and Shibin Sheng. "Emotional Intelligence in Marketing Exchanges." Journal of Marketing 75, no. 1 (2011): 78–95. http://dx.doi.org/10.1509/jmkg.75.1.78.

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Higgins, Leighanne. "Psycho-emotional disability in the marketplace." European Journal of Marketing 54, no. 11 (2020): 2675–95. http://dx.doi.org/10.1108/ejm-02-2019-0191.

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Purpose Through adoption of the psycho-emotional model of disability, this study aims to offer consumer research insight into how the marketplace internally oppresses and psycho-emotionally disables consumers living with impairment. Design/methodology/approach This paper draws insight from the interview data of a wider two-year interpretive research study investigating access barriers to marketplaces for consumers living with impairment. Findings The overarching contribution offers to consumer research insight into how the marketplace internally oppresses and psycho-emotionally disables consum

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Renwarin, Joseph M. J., and Ferry Kamalsyah. "Pengaruh Content Marketing Terhadap Minat Beli Dan Emotional Marketing Sebagai Variabel Intervening." STREAMING 3, no. 1 (2024): 109–19. http://dx.doi.org/10.53008/streaming.v3i1.3554.

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Pocari Sweat advertises using anime media and gets 15 million views on YouTube, from the pre-survey it is known that respondents are interested in anime advertising rather than the advertising product. This study aims to find out how much Content Marketing has an effect on Purchase Intention, how much Content Marketing has an effect on Emotional Marketing, how much Emotional Marketing has an effect on Purchase Intention and how much Emotional Marketing intervenes in the influence of Content Marketing on Purchase Intention. This research method uses a quantitative approach method and the Probab

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BEHRA., PRAGYANRANI. "Study on Impact of Marketing Strategy on Consumer of Amul Products." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04353.

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Abstract In today’s dynamic and highly competitive marketplace, emotional branding has emerged as a vital strategy for building meaningful consumer relationships. Unlike traditional marketing, which focuses primarily on functional benefits and features, emotional branding centers on evoking emotional responses, thereby fostering deeper brand loyalty and trust. This research investigates how brand storytelling, a powerful tool within emotional branding, influences consumer purchase decisions across different demographics and industries. The study adopts a mixed-methods approach, incorporating s

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Maguire, Louise, and Susi Geiger. "Emotional timescapes: the temporal perspective and consumption emotions in services." Journal of Services Marketing 29, no. 3 (2015): 211–23. http://dx.doi.org/10.1108/jsm-02-2014-0047.

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Purpose – This study aims to examine how the temporal aspect of service consumption impacts the emotions that are created within consumers during service encounters. Design/methodology/approach – The authors adopted mobile phone or ‘SMS’ diaries to capture the emotions that participants experienced at the very moment they were being felt or ‘in-vivo’. The study included thirteen different services including both ‘brief’ and ‘extended service transactions’. Findings – The study suggests that the temporal perspective is a dominant cause of consumption emotions in services, influencing consumers’

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Manoharan, Jayakumar. "Navigating the Digital Marketing Field: The Role of AI and Emotional Storytelling in Consumer Engagement." American Journal of Computer Science and Technology 7, no. 4 (2024): 156–69. http://dx.doi.org/10.11648/j.ajcst.20240704.13.

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This study explores the intersection of Artificial Intelligence (AI) and digital storytelling in marketing. By focusing on how AI-driven techniques can enhance emotional attachment and influence consumer behavior. With the rapid advancement of AI, its integration into marketing strategies has become crucial. Particularly for personalizing consumer experiences and enhancing brand narratives. This study investigated the role of AI in creating emotionally engaging narratives, a largely unexplored area in marketing and advertising. The study is motivated by the need to understand the dynamics betw

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Lin, Chenbing. "Research on Brand Emotional Communication Marketing Strategy." Frontiers in Business, Economics and Management 15, no. 3 (2024): 165–67. http://dx.doi.org/10.54097/5x9tk167.

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With the rapid development of the economy and the improvement of people's quality of life, consumers' choice of products is more diversified, their attention has shifted from the rational level to the emotional level, and they pay more attention to the emotional value behind the products, which makes many brand marketing methods continue to innovate and change, among which the most common is emotional marketing. This paper takes BaiXiang as an example, studies the strategies of brand emotional marketing through three specific emotional marketing cases, and provides methods and strategies for s

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Wungkana, Jimmy Jehosua, Maryam Mangantar, and Joy Elly Tulung. "PENGARUH EXPERIENTIAL MARKETING DAN EMOTIONAL MARKETING TERHADAP LOYALITAS PELANGGAN PADA 71 COFFEESHOP MANADO." Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 10, no. 3 (2022): 624. http://dx.doi.org/10.35794/emba.v10i3.42774.

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Tujuan dalam penelitian ini adalah untuk mengetahui pengaruh Experiential Marketing dan Emotional Marketing terhadap Loyalitas pelanggan. Populasi dalam penelitian ini adalah semua orang yang pernah berkunjung dan membeli di 71 Coffeeshop Manado, dan sampel dalam penelitian ini adalah sebanyak 96 orang. Analisis data berupa uji validitas, uji reliabilitas, uji normalitas, uji heteroskedastisitas, uji multikolinearitas dan analisis regresi linear berganda, uji koefisien korelasi dan determinasi, uji F dan uji T. Hasil dalam penelitian ini menunjukkan bahwa secara simultan Experiential Marketing

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Ilicic, Jasmina, Stacey Baxter, and Alicia Kulczynski. "Pseudohomophones as brand names." European Journal of Marketing 52, no. 9/10 (2018): 1909–30. http://dx.doi.org/10.1108/ejm-07-2017-0485.

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Purpose The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach Studies 1 and 2 examine the effect of homophone emotional interest on brand judgement

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Chandarana, Aditya, Anshdeep Kaur Ajmani, Divyam Rathi, and Pulkit Saxena. "The impact of gender-focused marketing campaigns and emotional messaging on consumer perception in the cosmetic industry." IOSR Journal of Business and Management 27, no. 6 (2025): 62–70. https://doi.org/10.9790/487x-2706046270.

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With the rapidly evolving cosmetic industry today, marketing approaches are shifting away from traditional gender segmentation to more universal and emotionally appealing approaches. This capstone research investigates the influence of gender-specific marketing and emotional communication on consumer perception. As consumers increasingly seek authenticity and bonding in brand communication, companies are adapting their approaches to build stronger emotional bonds and long-term loyalty. This study employs a mixed-method study design, which uses quantitative data to explore consumer perception.

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김지아나 and 설종원. "Study on Efficacy of Descartes Marketing in Emotional Marketing Strategy." Journal of Digital Design 9, no. 2 (2009): 75–83. http://dx.doi.org/10.17280/jdd.2009.9.2.008.

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Durkin, Mark, Seamas McKenna, and Darryl Cummins. "Emotional connections in higher education marketing." International Journal of Educational Management 26, no. 2 (2012): 153–61. http://dx.doi.org/10.1108/09513541211201960.

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Didry, Nico, and Jean-Luc Giannelloni. "Collective emotional dynamics: Perspectives for marketing." Recherche et Applications en Marketing (English Edition) 34, no. 4 (2019): 99–124. http://dx.doi.org/10.1177/2051570719887824.

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This article focuses on the emotional dynamics at work in a collective experience. It thus fills a gap in research on emotions in the field of marketing, where emotions are usually tackled from an individual perspective. Its contribution is twofold. First, it draws on a review of the existing literature in psychology, social psychology, and sociology in order to identify, define, and characterize the main concepts related to emotions when they are experienced in a collective context. It also builds on this review by distinguishing the processes of emotional transfer from the collective emotion

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Marciszewska, Barbara. "Emotional arts marketing — creating tourist value." Tourism Review 60, no. 3 (2005): 29–34. http://dx.doi.org/10.1108/eb058459.

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Akhmad Nur Zaroni, Sofia Maulida, Heny Herawati, Syamsu Rijal, and Arief Yanto Rukmana. "Indonesian Skin Care Stores' Emotional Marketing." Jurnal Ilmiah Manajemen dan Kewirausahaan 3, no. 3 (2023): 129–38. http://dx.doi.org/10.55606/jimak.v3i3.2144.

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The purpose of this study is to determine how Scarlett Skincare Store patronage is influenced by emotional and experiential marketing strategies. With a sample of 91 clients, the population of this study is all Scarlett Skincare Store patrons. In this study, unintentional sampling is used. Using IBM SPSS 20, multiple linear regression analysis tools (multiple correlation, determination, F test, and t test) were used to conduct a quantitative study of this research. The study's findings demonstrate how consumer psychology, marketing emotions, and experiential marketing affect Indonesia Skincare

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Kara, Murat. "NEW TREND IN MARKETING : EMOTIONAL AGE." SOCRATES JOURNAL OF INTERDISCIPLINARY SOCIAL STUDIES 8, no. 22 (2022): 77–80. https://doi.org/10.5281/zenodo.7181591.

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<em>People generally use 3 types of ages throughout their lives. The physical age is also called the calendar age, and people often use this age out of necessity. Physiological age, on the other hand, is the age related to the age at which people appear. Especially young people and women use this age frequently. Emotional age is the age people want to be. Especially nowadays, people often use the concept of emotional age. While traditional marketing has largely focused on calendar age, today brands are focusing much more on the concept of emotional age. Today, brands manage their customers, wh

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Sanchez, Maria Valeria Gasca. "Emotional marketing: a review of the use of emotions in advertising and product promotion." Revista JRG de Estudos Acadêmicos 8, no. 18 (2025): e082062. https://doi.org/10.55892/jrg.v8i18.2062.

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Emotional marketing is a strategy that leverages consumers' emotions to create an affective connection with brands, influencing their purchasing decisions.This article presents a review of the use of emotions in advertising and product promotion, highlighting the effectiveness of emotional strategies in building strong brands and fostering customer loyalty. The study discusses how emotions are employed to engage the target audience, particularly in the digital context. It also analyzes how brand identity and the personalization of advertising messages contribute to the success of campaigns. Fu

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TATARYNTSEVA, Yuliia. "PSYCHO-EMOTIONAL IMPACT OF DIGITAL CONTENT ON BEHAVIOR CONSUMERS." MODELING THE DEVELOPMENT OF THE ECONOMIC SYSTEMS, no. 2 (May 15, 2025): 335–41. https://doi.org/10.31891/mdes/2025-16-42.

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The purpose this research is finding out specific’s psycho-emotional influence digital content on behavior consumers and definition key elements that contribute formation emotionally relevant experience interactions. In the centre attention are such behavioral parameters like inclusion, trust and purchasing activity that allow to evaluate depth and quality influence emotional content in digital environment. In the conditions informational saturation and change valuable orientations consumers, questions emotional communication between brand and audience acquires special relevance. Within works

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Bunjamin*, Thalia Sharon, Elvin Eka Aprilian, Artha Sejati Ananda, and Johanes Ronaldy Polla. "The Influence of Emotional Experience on the Success of Viral Marketing Strategies in the Food and Beverage Industry." Riwayat: Educational Journal of History and Humanities 7, no. 1 (2024): 174–90. http://dx.doi.org/10.24815/jr.v7i1.36874.

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This research explores the impact of emotional experiences on the effectiveness of Viral Marketing strategies within the Food and Beverage (FnB) industry. The study examines the correlation between emotional content in social media and its ability to engage consumers, ultimately contributing to the success of viral marketing campaigns. The research utilizes a sample collected over a brief period, focusing on emotional factors and the relevance of content to consumer sharing behavior. Academic recommendations emphasize the need for future studies to employ larger samples and more specific varia

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Tan, Yuxin. "An Analysis of Emotional Marketing Mechanisms Strategies and Consumer Responses." Advances in Economics, Management and Political Sciences 135, no. 1 (2024): 1–6. https://doi.org/10.54254/2754-1169/2024.18636.

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As consumers evolve psychologically and cognitively, there is an urgent need for enterprises to adapt their marketing strategies to meet consumer needs. As a result, a new marketing concept, emotional marketing, has emerged in the field of marketing. From a theoretical standpoint, emotional marketing refers to the fact that consumers tend to make purchasing decisions based not only on rational considerations but on emotional responses. This shift from a purely transactional approach to one that recognizes the emotional drivers behind consumer behavior is key to understanding modern marketing a

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Faiqoh, Ambar Mahaarotul, Fedianty Augustinah, and Liling Listyawati. "Understanding How Sensory and Digital Marketing Influence Visitors’ Emotional Attachment: A Case Study of Doudo Educational Tourism Village." International Journal of Multidisciplinary Approach Research and Science 3, no. 01 (2025): 196–216. https://doi.org/10.59653/ijmars.v3i01.1373.

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This study aims to analyze the influence of sensory marketing and digital marketing on visitors' emotional attachment at Doudo Educational Tourism Village. Sensory marketing refers to strategies that activate various senses to enhance the consumer experience. In contrast, digital marketing includes using digital platforms to promote products through Doudo Educational Tourism Village tour packages. Visitors' emotional attachment is essential to their satisfaction and loyalty to tourist destinations. The method used in this research is a quantitative approach with a survey as a data collection t

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Asyhari, Muhammad Daffa, and Rizky Dermawan. "The Influence of Experiential Marketing and Emotional Marketing on Customer Loyalty at Starbucks Jemursari." International Journal of Economics (IJEC) 3, no. 1 (2024): 251–59. http://dx.doi.org/10.55299/ijec.v3i1.727.

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Experiential Marketing is a way of providing customers with experience regarding the services or products they use so as to influence customer loyalty. Emotional Marketing aspects build emotional relationships beyond the experiences experienced by customers, warm emotional relationships build customer attachment to products or services. This research aims to determine the influence of Experiential Marketing and Emotional Marketing on customer loyalty at Starbucks Jemursari. This research method uses quantitative research. The population in this research is Starbucks Jemursari customers with a

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Henni, Carmel Novella, and Mery Citra Sondari. "Pengaruh Emotional Marketing pada Iklan Online terhadap Purchase Intention melalui Brand Awareness (Studi Kasus: Marketplace Shopee Indonesia)." AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis 4, no. 3 (2024): 1537–52. http://dx.doi.org/10.37481/jmeb.v4i3.958.

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Digitalization has given Indonesia the opportunity to become the sixth country with the largest number of start-ups in the world. However, only 10% of start-ups survive in Indonesia due to failed marketing. Therefore, this research is presented to analyze emotional marketing as a marketing strategy that can be considered to overcome this problem, where emotions are believed by many experts to be the trigger for 95% of purchase intentions in the Indonesian e-commerce industry. The data collected came from 233 samples who had seen Shopee advertisements, which were then processed using PLS SEM wi

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Jiang, Yaping, Yanyan Sun, and Shibo Tu. "ECONOMIC IMPLICATIONS OF EMOTIONAL MARKETING BASED ON CONSUMER LOYALTY OF MOBILE PHONE BRANDS: THE SEQUENTIAL MEDIATING ROLES OF BRAND IDENTITY AND BRAND TRUST." Technological and Economic Development of Economy 29, no. 4 (2023): 1318–35. http://dx.doi.org/10.3846/tede.2023.19278.

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With the advent of digital technology and social media, mobile phone companies are increasingly turning to emotional marketing to appeal to consumers’ inner preferences. The purpose of this study is to examine the economic consequences of emotional marketing on customer loyalty, while taking into account the mediating variables of brand identity and brand trust. By surveying 647 digitally-savvy consumers in China, the proposed model was empirically validated. The results suggest that emotional marketing plays a crucial role in fostering consumer loyalty towards mobile phone brands, and that br

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Rytel, Tomas. "Emotional Marketing Concept: The New Marketing Shift in the Postmodern Era." Business: Theory and Practice 11, no. (1) (2010): 30–38. https://doi.org/10.3846/btp.2010.04.

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The paper provides key assumptions for the development of the new theory shift, <em>emotional marketing</em>, as a natural outcome of the postmodern (consumer) society conditioned by the increasing need for consuming symbolic senses. Symbolic features of exchange objects shape the needs of the contemporary consumer, having a greater impact on their choice on the market. Emotional exchange factors affected by the increasing <em>culture of consuming symbols</em> become the key attribute of exchange in the postmodern era, therefore formation of the <em>emotional marketing concept</em> becomes a r

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Yessi Claudia Sianipar, Syafrizal Helmi Situmorang, and Rulianda Purnomo Wibowo. "ANALYSIS OF THE EFFECT OF DIGITAL CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY THROUGH EMOTIONAL MARKETING AND CUSTOMER SATISFACTION FOR INDIHOME CUSTOMERS." International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) 3, no. 4 (2023): 1235–47. http://dx.doi.org/10.54443/ijebas.v3i4.1023.

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Some of the conclusions obtained from this research are as follows following: Digital customer experiencesignificantly influence customer satisfaction. This shows that the greater the digital customer experience value that can be felt by customers, the customer satisfaction will increase. Digital customer experiencesignificantly influence emotional marketing. In this study, the relationship between these two variables is the closest of all variables because it has the highest path coefficient and t values. This shows that the greater the value of the digital customer experience, the greater th

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Gupta, Ayush Kumar. "Research Paper on Neuromarketing: The Science of Consumer Behavior." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50478.

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Abstract This study explores the intersection of neuroscience and marketing to uncover how consumers emotionally and cognitively respond to marketing stimuli. As traditional market research methods often fail to capture subconscious motivations, neuromarketing leverages tools such as EEG, fMRI, and eye-tracking to gain deeper insights into consumer behavior. The research aimed to evaluate the awareness, emotional impact, and recall effectiveness of advertisements using a mixed-method approach combining surveys and biometric data. Findings indicate a significant correlation between emotional en

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Apiatno, Apiatno. "Membangun Loyalitas Merek Melalui Emotional Marketing: Analisis Kajian Literatur Tentang Emotional Connection Dan Brand Loyalty." Indo-Fintech Intellectuals: Journal of Economics and Business 5, no. 1 (2025): 4026–37. https://doi.org/10.54373/ifijeb.v5i1.2836.

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Pemasaran berbasis emosi (emotional marketing) telah menjadi salah satu strategi penting dalam menciptakan hubungan yang lebih kuat antara merek dan konsumen. Namun, hubungan antara emotional marketing, emotional connection, dan brand loyalty belum sepenuhnya dipahami secara mendalam dalam penelitian sebelumnya. Penelitian ini bertujuan untuk mengkaji peran emotional marketing dalam membangun emotional connection yang memperkuat brand loyalty, dengan mengidentifikasi hubungan antar ketiga variabel tersebut berdasarkan kajian literatur yang ada. Jenis penelitian yang digunakan adalah kajian lit

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Mogaji, Emmanuel, Barbara Czarnecka, and Annie Danbury. "Emotional appeals in UK business-to-business financial services advertisements." International Journal of Bank Marketing 36, no. 1 (2018): 208–27. http://dx.doi.org/10.1108/ijbm-09-2016-0127.

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Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out. Findings Emotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional a

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THAMILSELVAN, Dr R., and N. RAKESHYANAND. "THE ROLE OF EMOTIONS IN CONSUMER DECISION-MAKING: ANALYZE HOW EMOTIONAL APPEAL IN MARKETING AFFECTS CONSUMER BEHAVIOR." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 10 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem37988.

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Emotions play a pivotal role in consumer decision-making, influencing how individuals perceive, evaluate, and choose products or services. Emotional appeal in marketing taps into consumers' feelings, often bypassing rational thought to create strong associations with a brand or product. This paper analyzes how emotional appeal shapes consumer behavior by building brand loyalty, enhancing engagement, and driving impulse purchases. Positive emotions such as happiness, excitement, and belonging can foster long-term consumer relationships, while negative emotions like fear or anxiety can prompt im

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Gaur, Preethi. "Influencer Marketing Unveiled: A Conceptual Exploration of Emotional Marketing, Consumer Connections, and Future AI Trends." Shanlax International Journal of Management 11, iS1-Jan (2024): 183–90. http://dx.doi.org/10.34293/management.v11iis1-jan.7163.

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This research aims to get a conceptual knowledge of influencer marketing, as well as its relationship with emotional marketing. Emotional marketing is considered a component of influencer marketing, since customers form an emotional connection with the influencers. An analysis has been conducted to investigate the level of emotional connection that may be formed between influencers and customers across many categories, including nano influencers, micro influencers, and celebrities. Influencers use several methods such as authenticity, narrative, engagement, and interaction to control customers

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Matute, Jorge, Ramon Palau-Saumell, and Giampaolo Viglia. "Beyond chemistry: the role of employee emotional competence in personalized services." Journal of Services Marketing 32, no. 3 (2018): 346–59. http://dx.doi.org/10.1108/jsm-05-2017-0161.

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Purpose This paper aims to investigate how employees’ emotional competences affect customers’ responses in the context of emotional-driven and personalized services. Specifically, it proposes a model to analyze the influence of employees’ emotional competence on rapport, trust and loyalty toward the service employee and the company. Design/methodology/approach The empirical context to validate the proposed theory is the fitness realm. The sample comprises 296 clients from fitness personal training services. Data collection was carried out by means of personal surveys in three relevant fitness

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Umasuthan, Hamsanandini, Oun-Joung Park, and Jong-Hyun Ryu. "Influence of empathy on hotel guests’ emotional service experience." Journal of Services Marketing 31, no. 6 (2017): 618–35. http://dx.doi.org/10.1108/jsm-06-2016-0220.

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Purpose The purpose of this study is to assess the comparative influence of two empathy dimensions (cognitive and emotional attributes) on emotional service experience and behavioral intention among business and leisure hotel guests. Studies relevant to empathy dimensions are relatively scarce in tourism and hospitality. Design/methodology/approach The current study reviewed the concepts of empathy, and empirically compared perceptions of empathy attributes between the two groups. The survey was intended to examine how well the hotel employees emotionally handle hotel guests’ incidents or inqu

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Et.al, Ida Hindarsah. "The Influence of Service Quality, Emotional Marketing and Spiritual Marketing On Customer Satisfaction." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 3 (2021): 3685–89. http://dx.doi.org/10.17762/turcomat.v12i3.1650.

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This study aims to determine the effect of service quality, the influence of emotional marketing, the effect of spiritual marketing, on satisfaction, and to know the three variables jointly affect customer satisfaction. This research is a quantitative research. With a questionnaire instrument distributed to 90 customers. Statistical test using classical assumption test, hypothesis testing using regression analysis test multiple test T test, F test and R test the coefficient of determination. The results showed that service quality, emotional marketing and spiritual marketing each had a signifi

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Bin, Sheng. "Social Network Emotional Marketing Influence Model of Consumers’ Purchase Behavior." Sustainability 15, no. 6 (2023): 5001. http://dx.doi.org/10.3390/su15065001.

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With the deepening application of Internet technology, social network emotional marketing has become a new way of sustainability marketing. However, most of the existing emotional marketing research belongs to the field of qualitative research, and there is a lack of data analysis and empirical research between social network emotional marketing and consumers’ purchase behavior. In this paper, firstly the influencing factors of consumers’ purchase behavior are extracted from a massive social network emotional marketing data set, and the Delphi method is adopted to interview experts to revise a

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Zhao, Yue, and C. Lorenzo Lorenzo. "Viral Marketing and Follower Engagement in a Selected Online Business in Shandong Province, China." International Journal of Social Science and Human Research 08, no. 03 (2025): 1547–51. https://doi.org/10.5281/zenodo.15041644.

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Digital platforms play a very important role in the behavior of the consumer, and consequently, viral marketing has turned out to be the most appropriate form of marketing for online companies. This is because it develops awareness and interaction on the firm brand. In this context, this paper looks into the extent to which an internet firm employs strategies of viral marketing and how much these strategies influence follower engagement. Using a structured survey, respondents assessed significant aspects of viral marketing techniques including content quality, emotional ties, perceived authent

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Liu, Yingxi, and Sukontip Wongpun. "INFLUENCE OF EMOTIONAL MARKETING ON CUSTOMERS’ IDENTIFICATION WITH CHINESE LOCAL COSMETIC BRANDS." RMUTT Global Business and Economics Review 19, no. 1 (2024): 23–41. http://dx.doi.org/10.60101/rmuttgber.2024.275549.

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In the era of social media, brands are increasingly adopting emotional marketing strategies to enhance their competitiveness in the market. In brand marketing, incorporating emotional elements allows for better satisfaction of consumers’ psychological and emotional needs. People always find it hard to forget emotions that touch their hearts, or the feelings evoked by someone. Emotional marketing, as a non-traditional marketing strategy, can assist businesses in engaging in deeper communication with customers and establishing meaningful relationships, thereby inspiring their identification. Enh

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Rytel, Tomas. "Emotional Marketing Concept: The New Marketing Shift in the Postmodern Era." Verslas: teorija ir praktika 11, no. 1 (2010): 30–38. http://dx.doi.org/10.3846/btp.2010.04.

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Caldwell, Marylouise, Paul Henry, and Ariell Alman. "Constructing audio‐visual representations of consumer archetypes." Qualitative Market Research: An International Journal 13, no. 1 (2010): 84–96. http://dx.doi.org/10.1108/13522751011013990.

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PurposeThe purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed.Design/methodology/approachThe paper employs video‐ethnography involving the following steps: development of a typology of consumer archetypes based on a priori theory, screening for and identifying informants to exemplify each archetype, filming interviews in and around their homes, developing realistic audio‐visual representations of each archetype and assessing marketing practitioners

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Trees, Rachel, and Dianne Marion Dean. "Physical and emotional nourishment." European Journal of Marketing 52, no. 12 (2018): 2405–22. http://dx.doi.org/10.1108/ejm-11-2017-0840.

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Purpose This purpose of this study is to examine the fluidity of family life which continues to attract attention. This is increasingly significant for the intergenerational relationship between adult children and their elderly parents. Using practice theory, the aims are to understand the role of food in elderly families and explore how family practices are maintained when elderly transition into care. Design/methodology/approach A phenomenological research approach was used as the authors sought to build an understanding of the social interactions between family and their lifeworld. Findings

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Üzümcü, Tülay Polat, Ayşe Günsel, and Adem Yavaş. "The consequences of internal marketing activities on emotional labor in tourism industry." Journal of Human Sciences 14, no. 2 (2017): 1909. http://dx.doi.org/10.14687/jhs.v14i2.4580.

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In today`s globalized business environments the road to survival and success is through customer satisfaction. Particularly for the service companies, employees are also required to show emotional labor in the service delivery in addition to their physical performance based on the fact that customer satisfaction is directly related to the emotions displayed by employees. Canalizing employees to perform emotional labor is an important issue. Here, the internal marketing practices emerge as a managerial tool. Accordingly employees perceptions towards internal marketing practices that are conside

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Singh, Devansh. "The Role of AI-Generated Advertising Sentiments in Poaching Consumer Emotions: A Behavioural Marketing Approach." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50743.

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This research report examines the influence of artificial intelligence (AI) on consumer behaviour and the generation of emotionally charged advertisements within a behavioural marketing framework. The study investigates the potential impact of AI-generated sentiments on consumers' emotional responses, perceptions of manipulation, trust, and purchase intentions, as AI technologies continue to shape the personalized and delivered nature of digital content. The research collected primary data from 38 digitally active Indian consumers aged 18–35, and it was grounded in Emotional Processing Theory,

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Sulistya Rini, Endang, and Yeni Absah. "Rational, emotional and spiritual marketing strategies in Shariah banking in Medan, Indonesia." Banks and Bank Systems 12, no. 2 (2017): 68–77. http://dx.doi.org/10.21511/bbs.12(2).2017.07.

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This study was aimed to discover the direct influences of rational, emotional, and spiritual marketing on satisfaction, trust, and loyalty of Shariah banking customers in Medan. This study was an associative research, which is a research connecting two variables or more to see the influence of one variable on another. This study was conducted by means of an exploratory approach. The population in this study was Shariah Banking customers in Medan. Total sample was 200 customers from 64 branches of Shariah banks across Medan. By using path analysis with SPSS 21 program, the results showed that t

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Seger-Guttmann, Tali, and Hana Medler-Liraz. "Does emotional labor color service actions in customer buying?" Journal of Services Marketing 34, no. 5 (2020): 683–96. http://dx.doi.org/10.1108/jsm-10-2019-0421.

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Purpose Service research has highlighted the role of emotional labor in service delivery but has neglected service employees’ actions. This study aims to distinguish between the recurrent in-role and extra-role actions of service employees and to examine the joint effect of service employees’ actions and their emotional labor, which may color these actions on customer buying behavior (number of purchased items and total bill). Design/methodology/approach Phase I comprised two studies: Study 1 examined 70 service interaction videos to identify employees’ service actions, and Study 2 quantitativ

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Zhan, Chengcheng. "Research on Brand Marketing Strategy in the Era of Sensual ConsumptionTaking lululemon as an Example." Advances in Economics, Management and Political Sciences 196, no. 1 (2025): 7–13. https://doi.org/10.54254/2754-1169/2025.bj24751.

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Taking the era of emotional consumption as the background, this study deeply explores the emotional marketing strategy of the sports brand lululemon, focusing on how the brand conducts marketing through emotional resonance, community operation and DTC mode, aiming to reveal how the brand can transform emotional demand into actual consumption behavior through precise marketing strategies, and to analyze the effectiveness and limitations of these strategies in practical application. This study adopts the literature analysis method to organize and summarize the current relevant information, and c

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