Mechanisms of Emotion Marketing on Consumer Information Sharing

Abstract

At present, over 70% of consumer purchasing decisions are driven by emotions rather than rationality. Therefore, it is significant to investigate the impact of emotional marketing on consumers. Secondly, for businesses, emotional marketing can promote word-of-mouth dissemination. Positive emotional experiences encourage consumers to actively recommend products to others, enabling brands to rapidly expand their visibility and influence through this viral approach and attract potential customers. For suppliers, this can lead to stable order demand. Therefore, this study will explore two directions: (1) the direct effects of business marketing behaviors and decisions on young consumers' voluntary sharing of business products, and (2) the mediating effects of customer emotions between business marketing behaviors and decisions and young consumers' voluntary sharing of business products. This literature primarily focuses on two aspects: explicit emotional expressions in marketing information and implicit emotional expressions in marketing information. It aims to encourage domestic researchers to further explore the mechanisms through which emotions influence consumers' sharing of marketing information. However, there is a lack of research on how businesses can utilize emotional marketing to incentivize consumers to make purchases. This paper addresses this gap, compensating for existing research deficiencies and effectively guiding businesses in their practical activities. In summary, this study holds significant theoretical and practical implications.