Emotional Marketing: Analysis of Consumer Behaviour Through Social Media: The Case Study of Groupe Nordik (Paperback) (ISBN-13: 9781999820534)

This book is an investigation on the effectiveness of emotional marketing through the use of social media, from the perspective of the brand within the wellness and spa sector, in relation to their influence on consumer behaviour. In doing so, the author evaluated the efficacy of the Canadian Groupe Nordik's communication strategy, analysing comments of four emotional advertisement videos, posted on the Facebook accounts of the company. The analysis has shown that emotional marketing, using social media, can influence consumer behaviour, since the four videos revealed theirselves as an efficient and successful marketing strategy: consumers expressed both their appreciation toward the ads, the brand and the places. Finally, findings have shown and highlighted the value of interaction on social media, in order to create meaningful relationships with customers.

Author: Simone Esposito
ISBN-10: 1999820533
ISBN-13: 9781999820534
Publisher: Oaxies
Language: English
Published: 10/12/2019
Pages: 116
Format: Paperback
Weight: 0.36lbs
Size: 9.00h x 6.00w x 0.24d