The Influence of Emotional Marketing on Consumer's Brand Attitudes and Purchase Intentions : case study “Belong Anywhere” campaign by Airbnb
Semkina, Anastasiia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120835460
https://urn.fi/URN:NBN:fi:amk-2023120835460
Tiivistelmä
This thesis delves into the influence of emotional marketing on the consumer brand attitudes and purchase intentions, focusing on the Airbnb’s campaign “Belong anywhere” as a case study. Using a mixed-methods research approach, the study reveals the profound impact of emotional marketing strategies on shaping consumer attitudes and behaviors.
Quantitative findings reveal that emotional marketing can evoke strong positive emotional responses in consumers, with over half of the participants expressing a significant emotional connection. The research identifies factors influencing the effectiveness of emotional marketing, including brand alignment with personal values and specific campaign elements that resonate with consumers. Qualitative insights from interviews provide detailed perspectives on the emotional impact of marketing efforts, showing the diversity in consumers' emotional responses to marketing content.
This research highlights the pivotal role of emotional marketing in the consumer decision-making process, emphasizing the importance of transparent brand values and emotionally resonant content to strengthen brand loyalty. These findings offer valuable insights for marketers, guiding future recommendations and shaping the evolution of emotional marketing practices.
Quantitative findings reveal that emotional marketing can evoke strong positive emotional responses in consumers, with over half of the participants expressing a significant emotional connection. The research identifies factors influencing the effectiveness of emotional marketing, including brand alignment with personal values and specific campaign elements that resonate with consumers. Qualitative insights from interviews provide detailed perspectives on the emotional impact of marketing efforts, showing the diversity in consumers' emotional responses to marketing content.
This research highlights the pivotal role of emotional marketing in the consumer decision-making process, emphasizing the importance of transparent brand values and emotionally resonant content to strengthen brand loyalty. These findings offer valuable insights for marketers, guiding future recommendations and shaping the evolution of emotional marketing practices.