Research on Emotional Marketing Based on the Case Study of Coca-Cola

Abstract

Indeed, due to the rapid advances of the times and the development of the Internet, the way in which marketing is addressed today has changed and consumers have the opportunity to “generate” their own information about products and brands, as well as to spread and share it through copying, browsing and etc. Consumers 'purchasing decisions are more susceptible, as the increase in ways of gaining and generating multitudinous information and some might be deceptive—because of the decreasing cost of sharing, the content and quality of consumer-generated marketing messages are becoming increasingly difficult to control as a result. Emotion acts as one of the factors contributing to changes in behaviors and actions, has been widely studied in the past few decades [9]. Realistically, the marketing messages that are spread by consumers seem to share a common characteristic of trying to achieve communication by evoking emotional resonance in consumers. We found that emotion will not only help to explore and reveal the relationship between the emotionality of the message content and the sharing behavior but also provides more valuable and relevant suggestions and insights for enterprises to carry out new media marketing, as it distinguishes marketing messages from ordinary messages [2].