Research on User Emotion Marketing in Internet Environment

Junjie Zhao, Pingshui Wang and Peigang Liu
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Junjie Zhao: School of Business Management, Anhui University of Finance & Economics, bengbu 233030, China
Pingshui Wang: School of Management Science and Engineering, Anhui University of Finance & Economics, Bengbu 233030, China
Peigang Liu: School of Business Management, Anhui University of Finance & Economics, bengbu 233030, China

Business, Management and Economics Research, 2021, vol. 7, issue 4, 120-124

Abstract: Emotional marketing is consistent with the trend of "product-centered" to "user-centered" marketing. In the past, marketing was more concerned about the function of products. Now, it is based on users’ emotions and humanistic care to achieve marketing purposes. According to data, more than 80% of purchases are based on emotional emotions rather than rational logic, and most purchases are triggered by emotions. Users also have different reactions to marketing information under different emotions. The emotional response degree of female customers is stronger than that of male customers in both positive and negative states. If you can sense whether the user is in a positive or negative emotional state, then consider whether to promote or not, otherwise little effect.

Keywords: Internet; Emotions; Emotional marketing; Weibo. (search for similar items in EconPapers)
Date: 2021
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