Towards the Understanding of Vibe Marketing: The Conceptualization & Conceptual Framework

Kush Mehta (), Nikhil Tiwari and Varsha Jain ()
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Kush Mehta: MICA
Nikhil Tiwari: MICA
Varsha Jain: ESSCA School of Management

A chapter in Marketing in a Digital World, 2026, pp 255-275 from Springer

Abstract: Abstract The rapid shift toward digital-first cultures has made emotional connection a key factor in marketing effectiveness. Traditional approaches, built on demographics and rigid campaigns, often fail to capture how audiences experience brands in fast-moving online spaces. This chapter addresses this gap by introducing the idea of vibe marketing, an approach where mood, tone, and cultural energy shape brand communication more than fixed messages or polished formats. The central argument is that audiences respond less to what brands say and more to how brands feel. The chapter first identifies the problem of absent theoretical clarity. Although practitioners frequently apply the concept of oevibe in practice, there is no established academic framework to guide understanding or application. To address this, the chapter conceptualizes vibe marketing as an emotionally driven, culturally aligned, and AI-assisted strategy that helps brands remain agile and authentic in digital environments. A conceptual method is adopted to build a structured framework. The proposed 5P framework, Planning, Production, Personalization, Promotion, and Performance, offers a step-by-step guide to integrate creativity, speed, and accountability into vibe-driven strategies. This model explains how brands can plan emotional direction, produce content at scale, adapt messaging across audiences, distribute through culturally fit channels, and measure resonance through performance insights. The chapter contributes both a clear definition and a adaptive framework for vibe marketing. It lays a foundation for future research while equipping practitioners with a practical tool to align brand energy with cultural moments and audience sensibilities.

Keywords: Artificial intelligence; Brand communication; Cultural alignment; Digital marketing; Emotional connection; Personalization; Promotion; Vibe marketing (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-6505-4_13

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