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Consumer Emotional Responses to Emotional Appeal Advertising Within an Online Social Network Context

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Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing

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Abstract

Online social networking sites are the newest media used by advertising and they play a critical role in helping companies to communicate with online communities. This study demonstrates that emotional responses to advertising cannot be ignored; rather, they warrant a company’s full attention. The different emotional responses of followers provide an opportunity for companies to understand and address the followers’ issues. In addition, emotional responses produce different behavioral impacts.

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Author information

Authors and Affiliations

  1. Auckland University of Technology, Kent, OH, USA

    Halimin Herjanto, Sanjaya Singh Gaur & Sheau-Fen Yap

Authors
  1. Halimin Herjanto
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  2. Sanjaya Singh Gaur
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  3. Sheau-Fen Yap
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Editor information

Editors and Affiliations

  1. Kent State University, Kent, Ohio, USA

    Colin Campbell

  2. Monash University, Melbourne, Victoria, Australia

    Junzhao (Jonathon) Ma

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© 2016 Academy of Marketing Science

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Herjanto, H., Gaur, S.S., Yap, SF. (2016). Consumer Emotional Responses to Emotional Appeal Advertising Within an Online Social Network Context. In: Campbell, C., Ma, J. (eds) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-24184-5_59

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