Evaluating the impact of emotional advertisement on customers and its relationship with brand value

Mohammad Javad Shayegan and Mohammad Keshavarzian

International Journal of Internet Marketing and Advertising, 2023, vol. 19, issue 3/4, 350-368

Abstract: Emotional advertisement is a style of advertising designed to develop a profound relationship with customers, although it often does not meet the expectations of companies. This inconsistency may indicate that an emotional advertisement damages a company's reputation in social media. Consequently, it is crucial to establish a method for measuring the effect of user response on social influence. This study has two objectives: evaluating emotional advertising and identifying a probable relationship between user response to emotional advertising and the social influence of different firms. After extracting tweets relevant to specific brands, EL2.0 was used to analyse sentiment and emotion. Using regression analysis, the relationship between emotional and sentimental factors and the social influence of the brands was then explored. The results indicate that the valence values of user reaction on Twitter, as an independent variable in the regression model, can appropriately reveal the growth or decline of businesses' social influence.

Keywords: advertisement; emotional advertisement; brand value; customer life cycle; advertisement impact; emotional marketing. (search for similar items in EconPapers)
Date: 2023
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