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An Analysis of Emotional Marketing Mechanisms Strategies and Consumer Responses
- 1 Sungkyunkwan University
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Abstract
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 activities. This study examines the mechanisms and strategies of emotional marketing, focusing on its impact on consumer behavior. Through literature review and case studies, it aims to investigate how enterprises can implement effective emotional marketing that creates lasting influence. Thus, the paper analyzes the impact of emotion marketing on consumer behavior, the strategies and channels used, and the current challenges faced, elucidating the importance of emotion marketing for business development, and making recommendations for future research. The results demonstrate that the incorporation of cutting-edge technologies may facilitate a more precise comprehension of consumer sentiment and enhance the efficacy of future marketing initiatives.
Keywords
Emotional marketing, Consumer behavior, Consumer satisfaction, Brand loyalty
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Cite this article
Tan,Y. (2024). An Analysis of Emotional Marketing Mechanisms Strategies and Consumer Responses. Advances in Economics, Management and Political Sciences,135,1-6.
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Volume title: Proceedings of the 3rd International Conference on Financial Technology and Business Analysis
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