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Lack of Emotional Connection Between...

Brown, Roseanne T.,

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Lack of Emotional Connection Between Consumers and Brands: A Need for Further Research of Digital Marketing in Creating Consumer Engagement /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Lack of Emotional Connection Between Consumers and Brands: A Need for Further Research of Digital Marketing in Creating Consumer Engagement // Roseanne T Brown.
作者:	Brown, Roseanne T.,
面頁冊數:	1 electronic resource (147 pages)
附註:	Source: Dissertations Abstracts International, Volume: 86-05, Section: A.
Contained By:	Dissertations Abstracts International86-05A.
標題:	Web studies. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31327449
ISBN:	9798342764490

Lack of Emotional Connection Between Consumers and Brands: A Need for Further Research of Digital Marketing in Creating Consumer Engagement /
Brown, Roseanne T.,

Lack of Emotional Connection Between Consumers and Brands: A Need for Further Research of Digital Marketing in Creating Consumer Engagement /Roseanne T Brown. - 1 electronic resource (147 pages)

Source: Dissertations Abstracts International, Volume: 86-05, Section: A.

The fast and ever-evolving technological advancements illuminate the emotional gap between consumer and brand. This gap was first brought to academia and the professional world by Marc Gobe in 2009. Marc Gobe enlightened the world with the philosophy labeled 'Emotional Branding'. The problem addressed by this study was the lack of emotional connection between consumers and brands in the changing environment, which requires further research on digital marketing to create consumer engagement. This qualitative narrative study perspective aimed to explore the emotional branding approaches of marketers in the hyperconnected or digital world focused on a business within the United States that had become effectively global during the last five years. The chosen theoretical framework of this qualitative narrative and explanatory design perspective was conducted by applying the ZMET approach with descriptive oral telling instead of imagery telling of the participants. The two theories used to support the understanding of the emotional branding philosophy were the theory of planned behavior (i.e., normative beliefs and automaticity) and the sensemaking theory (i.e., abductive reasoning). The TPB and sensemaking theory worked to uncover shared experiences and the emotional connection between a global company and consumers. The study included 41 survey participants from GISH's official Facebook, Twitter (now X), and Instagram sites. The four questions the study asked were answered. The results suggested a strong correlation between personal connections and automaticity. The findings are essential for a deeper understanding of a brand's mission and purpose. This reinforced the empirical literature on the emotional branding gap, establishing that electronic word-of-mouth and automaticity were recognized as being well-crafted marketing practices that can alter brand venues' behavior.

English

ISBN: 9798342764490Subjects--Topical Terms:

2122754
Web studies.
Subjects--Index Terms:

Automaticity

Lack of Emotional Connection Between Consumers and Brands: A Need for Further Research of Digital Marketing in Creating Consumer Engagement /
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