Emotional Communication in Advertising and Marketing: A Study of Consumer Behaviour Guidance and Corporate Decision-Making Enhancement Paths

Jiaqi Du, Yiran Wang

2025

Abstract

In the digital age of information overload, emotional communication has become an important strategy in advertising and marketing to enhance consumer interaction and improve brand identity. This study examines how emotional advertising influences consumer behaviour, including brand awareness, purchase intention and loyalty building. Using Coca-Cola's multinational marketing campaign ‘Share a Coke’ as a case study, this study analyses how emotional communication influences consumer behaviour and what key points its success provides for corporate marketers. The study finds that symbolic and personalised emotional connections can enhance consumers’ sense of belonging to a brand and spread virally through users’ autonomous social interactions, thus increasing brand impression and loyalty. Therefore, when developing emotional marketing strategies, companies should pay attention to consumer preferences and needs, express consumers' personalised needs through products, and think of user-led social interactions in order to achieve long-term brand development and value shaping.

Paper Citation

in Harvard Style

Du J. and Wang Y. (2025). Emotional Communication in Advertising and Marketing: A Study of Consumer Behaviour Guidance and Corporate Decision-Making Enhancement Paths. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 425-430. DOI: 10.5220/0013992700004916

in Bibtex Style

@conference{prmc25,
author={Jiaqi Du and Yiran Wang},
title={Emotional Communication in Advertising and Marketing: A Study of Consumer Behaviour Guidance and Corporate Decision-Making Enhancement Paths},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={425-430},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013992700004916},
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 - Emotional Communication in Advertising and Marketing: A Study of Consumer Behaviour Guidance and Corporate Decision-Making Enhancement Paths
SN - 978-989-758-778-8
AU - Du J.
AU - Wang Y.
PY - 2025
SP - 425
EP - 430
DO - 10.5220/0013992700004916
PB - SciTePress