Research

The literature review is the most significant chapter in the research study. It plays an essential role in elaborating the major issues in the research paper. For this topic, this literature review will focus on various concepts and aspects of emotional marketing. Research done by various scholar will also be analysed to get a clear understanding upon the topic. In the rapid changing world, it is seen that marketing is the major area of issues that is faced by the modern organisation. Hence, in this chapter, the main focus will be upon the concepts, theories, models and trends relevant to emotional marketing. It will also include a context presentation for better understanding.

MARKETING

EMOTIONAL MARKETIING

RICH MEDIA

Theories and models of emotional marketing

PDA MODEL

PANAS MODEL

LARSEN MODE;

Tools of Rich Media

Conceptual Framework (Created by the learner)

In the rapid changing world, it is found that emotional marketing is having an utmost importance that create massive impact upon the purchasing patterns of the potential customers. According to Joyner et al. (2018), this way of marketing came into the limelight, when the organisations realized that they have to create an emotional bond with their customers to increase their sales and revenue in the market. It helps in building trust and mutual cooperation that simultaneously helps in building customer loyalty among the customers (Kim, Jeon and Lee, 2020). It is found in the current case scenario, that the sale of any product depends upon the customer’s association with the company. Hence, this emotional marketing is considered as one of the foremost marketing strategies of the companies to gain customer loyalty. In case of luxurious goods, customers prefer to purchase the items from their trusted brand, hence emotional marketing is considered to be the significant strategy in the market.

Power of emotional marketing (Harvey, 2018)

According to McChesney, (2016), rich media is nothing but a substitute of digital advertising. It includes the advertisement that are having advanced technological aspects such as audio, video and other types of elements. Text advertisements, such as poster, brochures, newspaper advertisement are not catchy and are outdated. Customers get attracted towards advanced and interesting video with good graphical representation. Hence, the companies are inclined towards rich media, for making their advertisements viewed by their target customers. Rich media uses various interactive measures to penetrate and communicate with the target customers of the company. The new technologies such as HTML5, is helping the companies to get variety of contents and graphics in one advertisement.

The PDA model is held responsible for managing three emotional aspects while directing an advertisement for the company. It was found that the three main emotions that affects the customer’s decision-making process is – Pleasure, Arousal and Dominance (Rodgers, 2019). This theory mainly focuses on the physical environment as it believes the physical environment is the only factor that influences the psychological outcomes of the customer. This theory measures three-dimensional scale to analyse the emptions that has to be promoted from an advertisement. The three dimensions include- the pleasure-displeasure scale, the arousal-no arousal scale and the dominance-submissive scale.

This model states that there are two aspects of emption. PANAS model was founded in the year 1985, by Watson and Tellegen. It can be positive or negative emotions (Kasten et al., 2019). Hence, this model helps in putting the emotions in two-dimensional scale.

Emotions can be considered as the psychological outcomes of an individual. It refers to how a person feel and react about something. However, it was found that it can be utilised for marketing strategies in the company. By using the theories of emotions companies can analyse which emotion to portray in their advertisements to get a greater number of customers.

James-Lange Theory- This theory states that the physical change in the person is generated by the surrounding environment (Fentaw, Autonomic Specificity for Basic Emotions). Hence, the physical reactions of an individual can result in emotional outcomes.

Evolution Theory- This theory is derived from the Darwin’s theory. This theory basically states that emotions of a person depends upon the flexible aspects. It can change with the changing of the situations (Demirbilek, 2017). Hence, by viewing an advertisement the individual can get new desires and motivation for purchasing the product.

In the current scenario, the companies have found that they can enhance their image by emotional marketing. Hence, brands can consider the human emotions and do their marketing accordingly.

In the competitive era of marketing, emotional marketing in the late 1990s came into rescue for a lot of companies. There are huge benefits for both the company as well as their customers. Hence, this research paper will help in assessing how the strategy of emotional marketing combined with rich media create a larger customer base for the companies.