Date Approved
2024
Degree Type
Open Access Senior Honors Thesis
Department or School
Marketing
First Advisor
Hakil Moon, Ph.D.
Second Advisor
Harash Sachdev, Ph.D.
Third Advisor
Sufian Qrunfleh, Ph.D.
Abstract
The purpose of this paper is to examine the role of emotional marketing in enhancing brand engagement, particularly how emotionally resonant campaigns can strengthen loyalty and foster connections. Through the analysis of specific examples, including Extra Gum’s "Can't Help Falling in Love," Coca-Cola’s “The Great Meal” campaign, Spotify Wrapped, and Google Year in Search, this research will delve deeper into the way brands really connect with their target markets. These experiences directly tap into human emotions, which helps create a sense of belonging. Each campaign uses different emotions to resonate with their key audiences. The brands used in this paper, Extra Gum, Coca-Cola, Spotify, and Google, were all chosen to represent different industries that we will interact with on a daily basis. Extra’s campaign represents the timelessness of the memories created with your partner, from the beginning of the relationship. The campaign evoked feelings of love and happiness. Coca-Cola’s campaign was launched during an expected change of all of our lives: the pandemic. The campaign was designed to unite people in a comforting way. Spotify Wrapped leveraged data to inspire users to share their listening habits and favorite songs to foster one community. Lastly, Google’s Year in Search 2022 compiled globally significant moments to evoke feelings of empathy and self-reflection. This paper also explores the influence of AI on emotional marketing. AI has an incredible ability to predict emotional responses through data-driven insights. Marketers can use this to create extremely personalizes brand experiences, which in turn, can lead to higher brand engagement and loyalty.
Recommended Citation
Chenjeri, Mandria, "The role of emotional marketing in brand engagement" (2024). Senior Honors Theses and Projects. 836.
https://commons.emich.edu/honors/836
