Emotional branding and consumer engagement in pandemic times in social networks
In turbulent times, like during the Covid-19 pandemic, in which feelings such as fear, and loneliness are common, social networks became channels for seeking affection, acceptance and social information. Emotional appeal emerges as a strategy that seeks to establish a deep connection with consumers...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Instituto Brasileiro de Estudos e Pesquisas Sociais
2023-01-01
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| Series: | Revista Eletrônica de Ciência Administrativa |
| Subjects: | |
| Online Access: | http://www.periodicosibepes.org.br/index.php/recadm/article/view/3583 |
| _version_ | 1811154831505620992 |
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| author | Lucas Silva Barreto Vérica Freitas Verônica Angelica Freitas de Paula |
| author_facet | Lucas Silva Barreto Vérica Freitas Verônica Angelica Freitas de Paula |
| author_sort | Lucas Silva Barreto |
| collection | DOAJ |
| description | In turbulent times, like during the Covid-19 pandemic, in which feelings such as fear, and loneliness are common, social networks became channels for seeking affection, acceptance and social information. Emotional appeal emerges as a strategy that seeks to establish a deep connection with consumers on these networks. This article investigates emotional branding practices and their relationship with user engagement on social media, in the context of the Covid-19 pandemic. Through text mining and correlation analysis, the presence of positive and negative feelings in publications from 2019 and 2020 on Facebook® was analyzed, considering three fashion brands in Brazil. The most frequent adoption of these strategies was found after the pandemic, highlighting the use of texts related to feelings of "strength", "caring", "security" and "liveliness" and the lesser use of texts related to "fun" and “animation”. A positive correlation was identified between the presence of content related to "solidarity", "strength" and "tolerance" and the engagement of users from 2020. The study results reinforce the importance of congruence between the actions of brands on social networks and the emotional needs of users. |
| first_indexed | 2024-04-10T04:23:49Z |
| format | Article |
| id | doaj.art-5c744c1e8467462486d7cf7085c33f0d |
| institution | Directory Open Access Journal |
| issn | 1677-7387 |
| language | English |
| last_indexed | 2024-04-10T04:23:49Z |
| publishDate | 2023-01-01 |
| publisher | Instituto Brasileiro de Estudos e Pesquisas Sociais |
| record_format | Article |
| series | Revista Eletrônica de Ciência Administrativa |
| spelling | doaj.art-5c744c1e8467462486d7cf7085c33f0d2023-03-10T19:12:15ZengInstituto Brasileiro de Estudos e Pesquisas SociaisRevista Eletrônica de Ciência Administrativa1677-73872023-01-0122111213010.21529/RECADM.20230051061Emotional branding and consumer engagement in pandemic times in social networksLucas Silva Barreto0Vérica FreitasVerônica Angelica Freitas de PaulaUFUIn turbulent times, like during the Covid-19 pandemic, in which feelings such as fear, and loneliness are common, social networks became channels for seeking affection, acceptance and social information. Emotional appeal emerges as a strategy that seeks to establish a deep connection with consumers on these networks. This article investigates emotional branding practices and their relationship with user engagement on social media, in the context of the Covid-19 pandemic. Through text mining and correlation analysis, the presence of positive and negative feelings in publications from 2019 and 2020 on Facebook® was analyzed, considering three fashion brands in Brazil. The most frequent adoption of these strategies was found after the pandemic, highlighting the use of texts related to feelings of "strength", "caring", "security" and "liveliness" and the lesser use of texts related to "fun" and “animation”. A positive correlation was identified between the presence of content related to "solidarity", "strength" and "tolerance" and the engagement of users from 2020. The study results reinforce the importance of congruence between the actions of brands on social networks and the emotional needs of users.http://www.periodicosibepes.org.br/index.php/recadm/article/view/3583brandingsentimentospandemiaredes sociais |
| spellingShingle | Lucas Silva Barreto Vérica Freitas Verônica Angelica Freitas de Paula Emotional branding and consumer engagement in pandemic times in social networks Revista Eletrônica de Ciência Administrativa branding sentimentos pandemia redes sociais |
| title | Emotional branding and consumer engagement in pandemic times in social networks |
| title_full | Emotional branding and consumer engagement in pandemic times in social networks |
| title_fullStr | Emotional branding and consumer engagement in pandemic times in social networks |
| title_full_unstemmed | Emotional branding and consumer engagement in pandemic times in social networks |
| title_short | Emotional branding and consumer engagement in pandemic times in social networks |
| title_sort | emotional branding and consumer engagement in pandemic times in social networks |
| topic | branding sentimentos pandemia redes sociais |
| url | http://www.periodicosibepes.org.br/index.php/recadm/article/view/3583 |
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