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Emotional Marketing: Analysis of Consumer Behaviour Through Social Media: The Case Study of Groupe Nordik

by Simone Esposito
Save 13% Save 13%
Current price ₹2,082.00
Original price ₹2,386.00
Original price ₹2,386.00
Original price ₹2,386.00
(-13%)
₹2,082.00
Current price ₹2,082.00

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Book cover type: Paperback
  • ISBN13: 9781999820534
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Oaxies
  • Publisher Imprint: Oaxies
  • Publication Date:
  • Pages: 116
  • Original Price: USD 24.34
  • Language: English
  • Edition: N/A
  • Item Weight: 164 grams
  • BISAC Subject(s): Behavioral Management

This book is an investigation on the effectiveness of emotional marketing through the use of social media, from the perspective of the brand within the wellness and spa sector, in relation to their influence on consumer behaviour. In doing so, the author evaluated the efficacy of the Canadian Groupe Nordik's communication strategy, analysing comments of four emotional advertisement videos, posted on the Facebook accounts of the company. The analysis has shown that emotional marketing, using social media, can influence consumer behaviour, since the four videos revealed theirselves as an efficient and successful marketing strategy: consumers expressed both their appreciation toward the ads, the brand and the places. Finally, findings have shown and highlighted the value of interaction on social media, in order to create meaningful relationships with customers.

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