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

Livre 2 sur 2: Oaxies Publishing Spa Research Series

Esposito, Simone

 
9781999820534: Emotional Marketing: Analysis of Consumer Behaviour Through Social Media: The Case Study of Groupe Nordik
Couverture souple
ISBN 10 : 1999820533 ISBN 13 : 9781999820534
Editeur : Oaxies, 2019

Synopsis

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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Éditeur
Oaxies
Date d'édition
2019
Langue
anglais
ISBN 10 
1999820533
ISBN 13 
9781999820534
Reliure
Broché
Nombre de pages
116
Coordonnées du fabricant
Manufactured by Amazon on behalf of the author
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