Pazarlamada yeni bir sayfa: Duygusal pazarlama faydaları, zorlukları ve stratejileri üzerine kavramsal bir çerçeve

Yıl 2024, Cilt: 6 Sayı: 10, 145 - 168, 01.04.2024

Yasemin Gedik

Öz

Post modern toplumlarda pazarlama, toplumun yaşam tarzını ve tüketim kalıplarını dönüştüren, tüketicilerin satın alma kararlarından yönetim şekillerine kadar yaşamın her alanını etkileyen faaliyetlerdir. Günümüzde tüketici istek ve ihtiyaçları sürekli değişmektedir. Bu durum, işletmeleri, piyasada artan benzer ürün/hizmetler arasında, kendi markalarını farklılaştırmak ve tüketicilerin dikkatini çekebilmek için yeni yollar arayışına itmektedir. Duygular, karar vermeyi ve satın alma davranışlarını yönlendiren temel unsurlardır. Çağdaş pazarlama yöntemlerinden biri olan duygusal pazarlama, hedef kitle ile derin bir bağ oluşturmak için insan duygularına dokunmayı temel alan pazarlama çabalarıdır. Nihayetinde amaç, tüketicileri harekete veya markayla etkileşime geçmeye (hatırlayarak, satın alarak ya da paylaşarak) teşvik etmektir. Duygusal pazarlama işletmelere, satışları, müşteri sadakatini, müşteri memnuniyetini ve marka bilinirliğini arttırma gibi birçok avantaj sağlamaktadır. Bu çalışma, duygusal pazarlama kavramı hakkında teorik bir çerçeve oluşturmaya odaklanmaktadır. Ayrıca, çalışma, güncel istatistiklerle birlikte duygusal pazarlama stratejilerinden de bahsederek, pazarlama yöneticilerine ilgili kararları alırken yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

duygu, duygusal zeka, duygusal pazarlama, duygusal pazarlama stratejileri

A New Page in Marketing: Emotional Marketing A Conceptual Framework on Its Benefits, Challenges and Strategies

Öz

In postmodern societies, marketing is an activity that transforms the lifestyle and consumption patterns of the society, and affects every aspect of life, from consumers' purchasing decisions to management styles. Today, consumer demands and needs are constantly changing. This situation pushes businesses to seek new ways to differentiate their brands and to attract the attention of consumers among the increasing number of similar products/services in the market. Emotions are the basic elements that guide decision making and purchasing behavior. Emotional marketing, one of the contemporary marketing methods, is marketing efforts based on touching human emotions to create a deep bond with the target audience. Ultimately, the goal is to encourage consumers to take action or engage with the brand (by remembering, buying, or sharing). Emotional marketing provides many advantages to businesses such as increasing sales, fostering customer loyalty, enhancing customer satisfaction and boosting brand awareness. This study focuses on creating a theoretical framework about the concept of emotional marketing. In addition, the study aims to help marketing managers in making relevant decisions by talking about emotional marketing strategies along with up-to-date statistics

Anahtar Kelimeler

emotion, emotion intelligence, emotional marketing, emotional marketing strategies

Kaynakça

• Ackerman, C. E. (2019, April 27). What are positive and negative emotions and do we need both?, Positive Psychology, https://positivepsychology.com/positive-negative-emotions/
• Adolphs, R., Mlodinow, L., & Barrett, L.F. (2019). What is an emotion?, Current Biology, 29, 1-5.
• Ayad, S., Ainous, R., & Maliki, S. B. E. (2016). The role of color in the attainment of customers' intensive buying intention: An exploratory descriptive case study (SOR model application). International Journal of Innovation and Applied Studies, 16(1), 173.
• Bangen, E. (2018, February 14). Advertising appeals: Informational vs. emotional, https://baerpm.com/2018/02/14/advertising-appeals-informational-vs-emotional/#:~:text=Con%3A%20If%20it%20is%20not,likely%20to%20purchase%20the%20product
• Bauer, H. H., Heinrich, D., & Martin, I. (2007 ). How to create high emotional consumer-brand relationships? The causalities of brand passion. 2007 Australian & New Zealand Marketing Academy Conference Proceedings, 2189-2198. http://www.anzmac.org/conference_archive/2007/papers/MBryant_1.pdf
• Beck, J. (2015, February 24). Hard feelings: Science's struggle to define emotions. https://www.theatlantic.com/health/archive/2015/02/hard-feelings-sciences-struggle-to-define-emotions/385711/
• Bigne, E. J., Mattila, A. S., & Andreu, L. (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions. Journal of Services Marketing, 22(4), 303-315. https://doi.org/10.1108/08876040810881704
• Bretous, M. (2021, October 25). What makes an ad memorable?, https://blog.hubspot.com/marketing/memorable-ads
• Cabanac, M. (2022). What is emotion?. Behavioural Processes, 60, 69-84. https://doi.org/10.1016/S0376-6357(02)00078-5
• Cheng, F. F., Wu, C. S., & Yen, D. C. (2009). The effect of online store atmosphere on consumer's emotional responses–an experimental study of music and colour. Behaviour & Information Technology, 28(4), 323-334. https://doi.org/10.1080/01449290701770574
• Chierotti, L. (2018, March 26). Harvard professor says 95% of purchasing decisions are subconscious.https://www.inc.com/logan-chierotti/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html
• Chohan, R. (2013). Understanding the role of emotion in viral marketing. [Master thesis, University of Cape Town, South Africa]. http://hdl.handle.net/11427/5815
• Cohen, I. (2017, July 25). 5 Ways to get to the heart of emotional marketing. https://www.entrepreneur.com/growing-a-business/5-ways-to-get-to-the-heart-of-emotional-marketing/297367
• Cole, B. (2023). Emotional intelligence (EI), https://www.techtarget.com/searchcio/definition/emotional-intelligence
• Consoli, D. (2010). A new concept of marketing: The emotional marketing. Broad Research in Accounting, Negotiation, and Distribution, 1(1), 1-8.
• Curras-Perez, R., Bigne-Alcaniz, E., & Alvarado-Herrera, A. (2009). The role of self-definitional principles in consumer identification with a socially responsible company. Journal of Business Ethics, 89, 547-564. https://doi.org/10.1007/s10551-008-0016-6
• Danciu, V. (2014). Manipulative marketing: Persuasion and manipulation of the consumer through advertising. Theoretical and Applied Economics, 21-2(591), 19-34.
• Davis, T. (2023). Emotion: Definition, theories, & examples. https://www.berkeleywellbeing.com/emotion.html
• Decker, A. (2018, August 20). The ultimate guide to emotional marketing. https://blog.hubspot.com/marketing/emotion-marketing
• Dewanti, R., Chu, T. F., & Wibisono, S. (2011). The influence of experiential marketing, emotional branding, brand trust towards brand loyalty. Binus Business Review, 2(2), 1109-1117. https://doi.org/10.21512/bbr.v2i2.1253
• Dooley, R. (2023). Emotional ads work best. https://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm#sthash.yu8l31Jn.dpuf
• Duong, P. L., & Khuong, M. N. (2019). The effect of in-store marketing on tourists’ positive emotion and impulse buying behavior–an empirical study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 10(5), 119-125.
• Durkin, M., McKenna, S., & Cummins, D. (2012). Emotional connections in higher education marketing. International Journal of Educational Management, 26(2), 153-161. https://doi.org/10.1108/09513541211201960
• Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & marketing, 20(2), 139-150. https://doi.org/10.1002/mar.10064
• Fatmawati, I., Astuti, F. D., & Iswanti, L. (2021). The influence of store atmosphere, shopping lifestyle, and time availability on emotional response and impulse buying. 4th International conference on sustainable innovation 2020-Accounting and Management içinde (ss.346-354). Atlantis. https://doi.org/10.2991/aer.k.210121.049
• Gartlan, D. (2022, February 18). Emotional advertising: How brands use feelings to get people to buy. https://stevens-tate.com/articles/emotional-advertising/
• Gaur, S. S., Herjanto, H., & Makkar, M. (2014). Review of emotions research in marketing, 2002–2013. Journal of Retailing and Consumer Services, 21(6), 917-923. https://doi.org/10.1016/j.jretconser.2014.08.009
• Genete, A. (2020, February 24). Emotional marketing: What it is and how it works. https://www.spiralytics.com/blog/emotional-marketing-what-it-is-and-how-it-works/
• Grauer, Y. (2014, November 25). Why too much emotional appeal in your copy can harm your credibility. https://copyblogger.com/emotional-appeal-dangers/
• Hallberg, G. (2003). Is your loyalty programme really building loyalty? Why increasing emotional attachment, not just repeat buying, is key to maximising programme success. Journal of Targeting, Measurement and analysis for Marketing, 12, 231-241. https://doi.org/10.1057/palgrave.jt.5740111
• Han, H., Nguyen, H. N., Song, H., Lee, S., & Chua, B. L. (2019). Impact of functional/cognitive and emotional advertisements on image and repurchase intention. Journal of Hospitality Marketing & Management, 28(4), 446-471. https://doi.org/10.1080/19368623.2019.1531803
• Hashem, T. N., Nimer Ali, D. N., & Allan, D. M. (2020). Influence of emotional marketing on brand loyalty among females in the field of cosmetics: Mediating role of customer satisfaction. International Journal of Management, 11(9), 1245-1260. https://ssrn.com/abstract=3712159
• Herhold, K. (2018, February 14). Funny advertisements are consumers favorite. https://clutch.co/press-releases/funny-advertisements-are-consumers-favorite
• Hindarsah, I., Nurjaya, S., Denok, P., Angga, A., Nurmin, P., Yanti, K. & Oktarini, R. (2021). The influence of service quality, emotional marketing and spiritual marketing on customer satisfaction. Turkish Journal of Computer and Mathematics Education, 12(3), 3685-3689. https://turcomat.org/index.php/turkbilmat/article/view/1650
• Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer‐brand relationships. Journal of Product & Brand Management, 21(2), 98-108. https://doi.org/10.1108/10610421211215517
• https://apnews.com/article/business-be60c56ce7b90f2dbe8bd6431782b601 (2020). 5WPR Reveals 2020 Consumer Culture Report
• https://appliedpsychologydegree.usc.edu/blog/thinking-vs-feeling-the-psychology-of-advertising/ (2023). Thinking vs feeling: The psychology of advertising
• https://dictionary.apa.org/emotion .(2023). Emotion
• https://dictionary.cambridge.org/dictionary/english/emotion .(2023). Emotion
• https://online.uwa.edu/news/emotional-psychology/ (2019, June 27). The science of emotion: Exploring the basics of emotional psychology
• https://plato.stanford.edu/entries/emotion/ .(2018, September 25). Emotion
• https://unruly.co/news/article/2015/03/25/unruly-custom-audiences/ .(2015, March 25). Video ad tech company unruly brings emotional targeting to programmatic video advertising
• https://www.britannica.com/science/emotion .(2023). Emotion
• https://www.b2bmarketing.net/en-gb/resources/articles/why-you-need-emotional-marketing-2022 .(2022). Why you need emotional marketing in 2022
• https://www.capgemini.com/wp-content/uploads/2017/11/dti_loyalty-deciphered_29nov17_final.pdf .(2017). Loyalty deciphered-how emotions drive genuine engagement
• https://www.cmo.com.au/article/629901/report-brands-cut-through-social-media-noise-better-consumer-created-content/ .(2017). Report: Brands cut through social media noise better with consumer-created content
• https://www.forbes.com/sites/forbescommunicationscouncil/2022/12/06/15-brand-boosting-benefits-of-emotional-marketing/?sh=30f293457a53 .(2022). 15 Brand-boosting benefits of emotional marketing
• https://www.ionos.com/digitalguide/online-marketing/online-sales/emotional-marketing/ (2020). Emotional marketing: definition and examples
• https://ipa.co.uk/media/8849/0116_ftresearch_emotion_v5.pdf .(2020). Emotion The most rational thing a brand can use
• https://www.marketing360.in/emotional-marketing-and-its-impact-on-consumers/ (2023). Emotional Marketing and its Impact on Consumers
• https://www.nielsen.com/insights/2016/were-ruled-by-our-emotions-and-so-are-the-ads-we-watch/ .(2016). We’re ruled by our emotions, and so are the ads we watch
• https://www.prnewswire.com/news-releases/new-retail-study-shows-marketers-under-leverage-emotional-connection-300720049.html .(2018). New retail study shows marketers under-leverage emotional connection
• https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf .(2018). Experience is everything: Here’s how to get it right
• https://www.statista.com/statistics/411137/reasons-emotional-connections-digital-marketing-usa/ .(2014). Reasons to make emotional connections according to digital marketing professionals in the United States in 2014
• Izard, C. E. (2010). The many meanings/aspects of emotion: Definitions, functions, activation, and regulation. Emotion Review, 2(4), 363-370. https://doi.org/10.1177/1754073910374661
• Johnson, B. (2021, November 17). Here’s why emotional marketing is effective. https://inspiramarketing.com/heres-why-emotional-marketing-is-effective/
• Kamins, M. (2018, September 30). Marketing manipulation. https://www.worldscientific.com/worldscibooks/10.1142/10839#t=aboutBook
• Khuong, M. N., & Tram, V. N. B. (2015). The effects of emotional marketing on consumer product perception, brand awareness and purchase decision: A study in Ho Chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524-530.
• Kleinginna Jr, P. R., & Kleinginna, A. M. (1981). A categorized list of emotion definitions, with suggestions for a consensual definition. Motivation and emotion, 5(4), 345-379. https://doi.org/10.1007/BF00992553
• Kuchinskas, S. (2023). The Emotions That Trigger Video Sharing. https://contently.com/2013/12/16/the-emotions-that-trigger-video-sharing/
• Kumar, J. S. (2017). The psychology of colour ınfluences consumers buying behaviour: a diagnostic study. Ushus-Journal of Business Management, 16(4), 1-13. https://doi.org/10.12725/ujbm.41.1
• Lo, A., Wu, C., & Tsai, H. (2015). The impact of service quality on positive consumption emotions in resort and hotel spa experiences. Journal of Hospitality Marketing & Management, 24(2), 155-179. https://doi.org/10.1080/19368623.2014.885872
• Mack, S. (2023). The effects of emotional marketing. https://smallbusiness.chron.com/effects-emotional-marketing-57144.html
• Magids, S., Zorfas, A.& Leemon, D. (2015). The new science of customer emotions https://hbr.org/2015/11/the-new-science-of-customer-emotions
• Mandina, S. P., Ngwenya, T., & Muzadzi, M. (2014). Effectiveness of emotional marketing on brand loyalty in State Run Universities. European Journal of Business and Management, 6(13), 68-78.
• Manohar, S., Kumar, R., Saha, R., & Mittal, A. (2023). Examining the effect of emotional branding in building brand equity of social marketing campaigns: A case on Swachh Bharat, India. Society and Business Review, 18(2), 197-218. https://doi.org/10.1108/SBR-09-2021-0159
• Maulana, A., & Novalia, N. (2019). The effect of shopping life style and positive emotion on buying impulse (case study of the Palembang City Hypermarket). Information Management and Business Review, 11(1), 17-23. https://doi.org/10.22610/imbr.v11i1.2844
• McArthur, L. (2023, January 10). Why feelings matter: 7 examples of emotional marketing campaigns. https://www.vcita.com/resources/marketing/emotional-marketing-campaign-strategy-7-examples
• Mohr, C. & Jonauskaite, D. (2022, February 8). Why links between colors and emotions may be universal. https://www.psychologytoday.com/us/blog/color-psychology/202202/why-links-between-colors-and-emotions-may-be-universal
• Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14, 410-421. https://doi.org/10.1057/palgrave.bm.2550080
• Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051. https://doi.org/10.1108/APJML-11-2019-0669
• Murray, P. N. (2013, February 26). How Emotions ınfluence what we buy. https://www.psychologytoday.com/us/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy
• Nguyen, H. T., Zhang, Y., & Calantone, R. J. (2018). Brand portfolio coherence: Scale development and empirical demonstration. International Journal of Research in Marketing, 35(1), 60-80. https://doi.org/10.1016/j.ijresmar.2017.11.003
• Odekerken, M. (2018, June 27). Emotional Marketing: How to Use Emotions in Your Marketing. https://neurofied.com/emotional-marketing-use-emotions-marketing/
• Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2014). Shiny happy people buying: the role of emotions on personalized e-shopping. Electronic Markets, 24, 193-206. https://doi.org/10.1007/s12525-014-0153-y
• Pei, X. L., Guo, J. N., Wu, T. J., Zhou, W. X., & Yeh, S. P. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability, 12(18), 7436. https://doi.org/10.3390/su12187436
• Penz, E., & Hogg, M. K. (2011). The role of mixed emotions in consumer behaviour: Investigating ambivalence in consumers' experiences of approach‐avoidance conflicts in online and offline settings. European Journal of Marketing, 45(1/2), 104-132. https://doi.org/10.1108/03090561111095612
• Pramestya, N. L. P. U. M., & Widagda, I. J. A. (2020). The role of positive emotion mediates fashion involvement on impulse buying. American Journal of Humanities and Social Sciences Research, 4(9), 1-8.
• Rahmawati, R., & Arifin, R. (2022). New journey through young customer experience in omnichannel context: The role of personalization. Jurnal Manajemen Teori dan Terapan, 15(2), 300-311. https://doi.org/10.20473/jmtt.v15i2.36236
• Ranjbarian, B., Mahmoodi, S., & Shahin, A. (2010). Packaging elements and consumer buying decisions. International Journal of Business Innovation and Research, 4(4), 376-390. https://doi.org/10.1504/IJBIR.2010.033353
• Reichheld, F. F., & Schefter, P. (2000). The Economics of E-loyalty. Harvard Business School Working Knowledge, 10. https://hbswk.hbs.edu/archive/the-economics-of-e-loyalty
• Riaz, H., Ahmed, H., Akhter, S., & Hussain, M. (2017). The impact of emotional branding in customer buying behavior in soft drink beverage industry of Pakistan. KASBIT Business Journal, 10(2), 131-150.
• Rodrigues, P., & Pinto Borges, A. (2021). Negative emotions toward a financial brand: the opposite impact on brand love. European Business Review, 33(2), 272-294. https://doi.org/10.1108/EBR-12-2018-0221
• Rose, S., Clark, M., Smouel, P., & Hair, N. (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308–322. https://doi.org/10.1016/j.jretai.2012.03.001
• Rytel, T. (2010). Emotional marketing concept: The new marketing shift in the postmodern era. Verslas: Teorija ir Praktika, 11(1), 30-38.
• Saitarli, V. (2019, December 4). Emotion: The Super Weapon of Marketing and Advertising. https://www.forbes.com/sites/forbesagencycouncil/2019/11/04/emotion-the-super-weapon-of-marketing-and-advertising/?sh=3015c5ef4df0
• Segal, J., Smith, M., Robinson, L., & Shubin, J. (2023, February 28). Improving Emotional Intelligence (EQ). https://www.helpguide.org/articles/mental-health/emotional-intelligence-eq.htm
• Seher, T., Arshad, M., Ellahi, S., & Shahid, M. (2012). Impact of colors on advertisement and packaging on buying behavior. Management Science Letters, 2(6), 2085-2096. http://dx.doi.org/10.5267/j.msl.2012.06.011
• Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing-ESIC, 22(2), 142-162. https://doi.org/10.1108/SJME-03-2018-0009
• Setiawan, I. K., & Ardani, I. G. A. K. S. (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research, 7(1), 219-223. https://doi.org/10.24018/ejbmr.2022.7.1.1236
• Silver, K. (2019, November 21). Retaining Customers vs. Acquiring Customers. https://www.americanexpress.com/en-us/business/trends-and-insights/articles/retaining-customers-vs-acquiring-customers/
• Sliburyte, L., & Skeryte, I. (2014). What we know about consumers’ color perception. Procedia-Social and Behavioral Sciences, 156, 468-472. https://doi.org/10.1016/j.sbspro.2014.11.223
• Soodan, V., & Pandey, A. C. (2016). Influence of emotions on consumer buying behavior. Journal of Entrepreneurship, Business and Economics, 4(2), 163-181.
• Timofeeva, E. (2021, June 15). Emotional Marketing Done Right: 10 Examples of How to Strike a Chord with Customers. https://sendpulse.com/blog/emotional-marketing-examples
• Wanniachchi, N. H., & Kumara, W. V. L. (2016). A study on impact of visual merchandising on consumer buying behaviour in clothing retail stores. Journal of Engineering and Technology of the Open University of Sri Lanka, 4(2), 42-57