1. Leveraging Emotional Appeals in Social Media Marketing: A Systematic Literature Review and Paths for Future Research
- Author
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Heun, Anna and Heun, Anna
- Abstract
In today´s market, characterized by an abundance of products and companies, understanding effective advertising on social media is crucial. Consumers increasingly use social media, where brands strategically employ emotions as a persuasive tool. This thesis examines the influence of various emotional appeals on the behavior of social media users, contrasting them with other content features. In particular, it investigates those appeals on consumer actions. The primary aim of this systematic literature review is to present the current state of academic knowledge on the strategic use of emotional appeals in social media marketing and to assess its impact on user behavior. The study contributes to foundational theories such as the Uses-and-Gratifications Theory, the Persuasion Theory, and the Stimulus-Reaction Theory among other theoretical frameworks. The results show that emotional appeals significantly enhance user engagement and interaction compared to for instance purely informational content. Despite these findings, the study identifies gaps regarding the specific effects of different emotional appeals and their impact on long-term brand relationships. These gaps suggest directions for future research and compromise both theoretical and managerial implications aimed at optimizing social media marketing strategies for more effective consumer engagement., Masterarbeit Universität Innsbruck 2024
- Published
- 2024