Systematic Reviews and Meta Analysis
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Pazarlamada yeni bir sayfa: Duygusal pazarlama faydaları, zorlukları ve stratejileri üzerine kavramsal bir çerçeve

Year 2024, Volume: 6 Issue: 10, 145 - 168, 01.04.2024

Yasemin Gedik

Abstract

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.

Keywords

duygu duygusal zeka duygusal pazarlama duygusal pazarlama stratejileri

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

Year 2024, Volume: 6 Issue: 10, 145 - 168, 01.04.2024

Yasemin Gedik

Abstract

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

Keywords

emotion emotion intelligence emotional marketing emotional marketing strategies

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  • 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
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  • 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
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  • 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
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Details

Primary Language Turkish
Subjects Business Administration
Journal Section Derlemeler
Authors

Yasemin Gedik 0000-0002-1166-3227

Publication Date April 1, 2024
Submission Date December 31, 2023
Acceptance Date February 17, 2024
Published in Issue Year 2024 Volume: 6 Issue: 10

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APA Gedik, Y. (2024). Pazarlamada yeni bir sayfa: Duygusal pazarlama faydaları, zorlukları ve stratejileri üzerine kavramsal bir çerçeve. Uluslararası Sosyal Bilimler Ve Eğitim Dergisi, 6(10), 145-168.
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