The Relationship Between Consumer Emotions and Brand Marketing on Social Media Platforms

Qizhen He, Ruoxi Wang, Zhengyue Wang

2025

Abstract

Social media has profoundly transformed consumers’ information acquisition methods and purchasing decisions. Emotionally driven content makes consumer sentiment a critical factor in brand marketing. This study investigates how consumers' emotional expressions on social media influence brand marketing effectiveness. Focusing on the beauty and skincare industry, the research combines questionnaire surveys and web-crawled data, employing word frequency analysis and sentiment analysis to quantify the impact of consumer sentiment on brands. The results reveal that 78.4% of consumers believe emotional expressions on social media affect brand performance, with negative emotions exerting a stronger negative effect. Additionally, genuine user reviews are found to be more persuasive than advertisements. The study suggests that brands should establish a public sentiment monitoring system, adjust marketing strategies accordingly, and enhance product authenticity and user engagement to boost appeal. The findings provide both theoretical and practical support for precision marketing in the social media era.

Paper Citation

in Harvard Style

He Q., Wang R. and Wang Z. (2025). The Relationship Between Consumer Emotions and Brand Marketing on Social Media Platforms. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 555-564. DOI: 10.5220/0013995900004916

in Bibtex Style

@conference{prmc25,
author={Qizhen He and Ruoxi Wang and Zhengyue Wang},
title={The Relationship Between Consumer Emotions and Brand Marketing on Social Media Platforms},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={555-564},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013995900004916},
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 - The Relationship Between Consumer Emotions and Brand Marketing on Social Media Platforms
SN - 978-989-758-778-8
AU - He Q.
AU - Wang R.
AU - Wang Z.
PY - 2025
SP - 555
EP - 564
DO - 10.5220/0013995900004916
PB - SciTePress