Research on Emotional Marketing Strategies of Films: A Case Study of Wonka

Sunyiyi Ma

2025

Abstract

With the rapid development of digital economy, consumers' perception of marketing methods has gradually changed from rational decision-making to emotional driving. As a media, movies tend to use emotional marketing to attract audience's interest. The film reaches emotional resonance with the audience through music and emotional narrative techniques, thus promoting the publicity and dissemination of the audience through social media. In this paper, the film Wonka is analyzed by case analysis to study the application of emotional marketing strategy in the film industry, and it is concluded that the film has established a strong emotional bond with customers through social media platform interaction, music touch and experiential marketing, thus enhancing the film sales and brand loyalty. In addition, by further analyzing the reasons for the film's success and putting forward suggestions for improving the marketing path of other films, it emphasizes the rational use of nostalgic elements.

Paper Citation

in Harvard Style

Ma S. (2025). Research on Emotional Marketing Strategies of Films: A Case Study of Wonka. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 245-249. DOI: 10.5220/0013989400004916

in Bibtex Style

@conference{prmc25,
author={Sunyiyi Ma},
title={Research on Emotional Marketing Strategies of Films: A Case Study of Wonka},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={245-249},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013989400004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Research on Emotional Marketing Strategies of Films: A Case Study of Wonka
SN - 978-989-758-778-8
AU - Ma S.
PY - 2025
SP - 245
EP - 249
DO - 10.5220/0013989400004916
PB - SciTePress