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Emotional Branding and Social Media: Positive and Negative Emotional Appeals
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Author(s): Nicholas Mathew (Cleveland State University, USA)and Ashutosh Dixit (Cleveland State University, USA)
Copyright: 2018
Pages: 14
Source title:
Driving Customer Appeal Through the Use of Emotional Branding
Source Author(s)/Editor(s): Ruchi Garg (BML Munjal University, India), Ritu Chhikara (BML Munjal University, India), Tapan Kumar Panda (BML Munjal University, India)and Aarti Kataria (Management Development Institute, India)
DOI: 10.4018/978-1-5225-2921-7.ch017
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Abstract
Emotional branding is increasingly being used by marketers to win customers for their products or services. And, social media has become a growing and popular forum where marketers use emotional branding. This paper/chapter explores the concept of emotional branding and the role of emotional branding in marketing contexts such as in social media. Positive and negative emotions are explored with practical examples of advertisements that use emotional appeals. The paper provides a literature review on emotions and emotional branding and offers theoretical perspectives on the emotional branding concept. The paper also provides a brief discussion on the theoretical and practical implications of emotional branding in the realm of marketing.
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