THE IMPACT OF EMOTIONAL MARKETING ON CONSUMERS' BUYING BEHAVIOR: A BASIS FOR CONSUMER RELATIONSHIP MANAGEMENT

Abstract

Modern marketing has evolved beyond merely selling products; it now focuses on engaging with consumers and building relationships that drive business value and profit. Establishing strong connections with customers is essential for business success and requires an understanding of how emotions influence consumer behavior and brand interactions. However, there remains a gap in research regarding the role of emotions in consumer decision-making and relationship management. This study aims to address that gap by examining how emotions can be leveraged to enhance customer relationship management in North Caloocan, Philippines. The researchers employed a quantitative descriptive research design to examine the relationship between variables using quota sampling. This approach allowed for numerical measurement of variables without researcher manipulation. Both primary and secondary data were utilized, with survey questionnaires developed based on the guidance of advisers and the specific needs of the study. After receiving approval, these questionnaires were distributed to 101 residents of North Caloocan. The findings reveal that emotional marketing enhances advertisement memorability, increases shareability, and influences purchasing decisions. However, it can also be a drawback, as respondents sometimes remember the advertisement’s content more vividly than the product itself. Emotions such as happiness and excitement were found to make advertisements more memorable, whereas sadness was not perceived to have the same effect. Additionally, respondents indicated that they only purchase from brands when they are confident in the product's quality. Brand loyalty develops through multiple positive experiences, with consumers more likely to continue purchasing from a brand after establishing trust. These findings highlight the significant role emotions play in marketing and how specific emotions can benefit brands, particularly in consumer relationship management. Emotions influence advertisement recall, word-of-mouth sharing, and consumer perceptions of product quality. The study suggests that happiness and excitement are more effective in emotional marketing, whereas sadness is less impactful. Additionally, emotional marketing fosters trust, brand loyalty, and customer satisfaction, further reinforcing its value.

However, while these insights are valuable, the scope of this study is limited, as emotional influence in marketing is a deeply nuanced topic. Future researchers are encouraged to explore the complexities of emotional marketing to fully harness its potential and develop more refined strategies.