Mechanism of Emotional Marketing in Enhancing Appeal of 'Ban Anxiety' Bananas

Xinyi Yang

2025

Abstract

Under the background of increasing competition and homogenization of agricultural products, emotional marketing has become an important direction of agricultural marketing innovation. This paper takes the banana of ‘Ban Anxiety’ as an example, and adopts the questionnaire survey method to investigate 131 respondents. It is found that the brand has attracted many young consumers through the new means of emotional marketing, enhanced product awareness and market competitiveness, and has a high rate of consumer repurchase. The analysis of ‘Ban Anxiety’ bananas benefited from significant marketing, innovative and unique creative types, and precise and clear targeting, which provides a lot of insights for the marketing of other agricultural products in the future. In conclusion, the empowering effect of emotional marketing is very significant, and in the future, the marketing of agricultural products should deeply explore the emotional value of products and innovate the marketing mode to adapt to the development of the market.

Paper Citation

in Harvard Style

Yang X. (2025). Mechanism of Emotional Marketing in Enhancing Appeal of 'Ban Anxiety' Bananas. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 401-407. DOI: 10.5220/0013845800004719

in Bibtex Style

@conference{iceml25,
author={Xinyi Yang},
title={Mechanism of Emotional Marketing in Enhancing Appeal of 'Ban Anxiety' Bananas},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={401-407},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013845800004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Mechanism of Emotional Marketing in Enhancing Appeal of 'Ban Anxiety' Bananas
SN - 978-989-758-775-7
AU - Yang X.
PY - 2025
SP - 401
EP - 407
DO - 10.5220/0013845800004719
PB - SciTePress