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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1655
Title: The impact of emotional marketing on consumer behavior
Authors: Truong Kim Le 
Keywords: Consumer behavior;Emotional marketing
Issue Date: 2023
Abstract: 
This research study examines the impact of emotional marketing on consumer behavior using Spotify as a case study. In recent years, emotional marketing has gained significant attention as a strategic approach to engage and influence consumers. By evoking emotions such as happiness, nostalgia, and excitement, marketers aim to create a strong connection between consumers and brands, leading to favorable consumer behavior. This study includes a comprehensive theoretical framework that explores the theoretical foundations of emotional marketing and its influence on consumer behavior. It examines key concepts such as consumer behavior theories, emotional appeal theories, and emotional marketing theories. The Spotify case study analyzed various emotional marketing strategies employed by the company, including personalized playlists and curated music recommendations after which it focused on the company’s “Wrapped Up” Campaign. This study employed a mixed method approach i.e., qualitative, and quantitative research methods, including
marketing materials from Spotify, consumer evaluations, and news articles. The results from the study provided valuable insights for marketers, highlighting the importance of emotional marketing strategies in driving consumer behavior. The study contributes to the existing literature on emotional marketing by providing empirical evidence specific to the case of Spotify, a leading digital music streaming platform. Overall, this research study seeks to enhance our understanding of the effects of emotional marketing on consumer
behavior, with practical implications for marketers and recommendations for future research in the field of emotional marketing and digital platforms.
URI(1): https://epub.vgu.edu.vn/handle/dlibvgu/1655
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)
Finance & Accounting (FA)

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