The Impact of Emotional Marketing on Consumers' Buying Behavior: A Basis for Consumer Relationship Management

Abstract

Modern-day marketing has evolved into more than just selling products. Over the years, it has come to be recognized as a function involving people, engaging with them, and creating relationships from which businesses can pull value and profit. Constructing a foundation for interactions with clients is vital in running a successful business and involves understanding how feelings such as these can be used in consumer interaction management. There is a gap in the role emotions play in consumer behavior and the interaction between consumers and brands. By focusing on how emotions can be used as a basis for managing customer relationships in North Caloocan, Philippines, this paper aims to fill that gap.

A quantitative descriptive research design was used by the researchers to examine the relationship between variables via quota sampling. It is through this that the variables are measured using numerical terms without manipulation by the researchers. A variety of primary and secondary data were also utilized, and survey questionnaires were constructed according to the instructions of the advisers and to the data that the study needed. Upon approval, these questionnaires were subsequently distributed among the residents of North Caloocan, totaling 101 respondents.

Many respondents agreed that emotional marketing makes advertisements more memorable and more shareworthy and impacts their purchasing decisions. The results demonstrate that emotional marketing can be a hindrance in that sometimes they remember the content of the advertisement better than they can remember information about the product itself. The employment of emotions such as happiness and excitement tends to make advertisements more memorable, but respondents do not agree that sadness can do the same. Consumers only ever purchase from brands when they feel they are certain of the quality, and therefore, only stick to the same brands when they feel that they have had multiple positive experiences and intend to continue buying from the same brands after establishing trust.

These results emphasize the value that emotions in marketing play and how certain emotions can be used to benefit brands, particularly in consumer relationship management. Emotions can impact how well consumers remember advertisements, the likelihood of them sharing these advertisements via word-of-mouth, and their perception of a product's quality. Certain emotions, such as happiness and excitement, are better to use, unlike sadness. Emotional marketing also impacts consumers' feelings of trust, loyalty, and customer satisfaction. While these findings can be substantial, the specificity of this study confines what is a deeply nuanced topic. Future researchers are encouraged to be open to the complexities of a study that relates to human emotion in order to maximize the benefits of emotional marketing strategies.