Toronto Metropolitan University
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Marketing With Emotion, Communicating With Reason: A Comparison of Google's Consumer-Brand Engagement Strategies by Ad Execution Format

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posted on 2021-05-23, 18:31 authored by Vanessa To

This Major Research Paper (MRP) studies how emotional marketing influences brand storytelling and aims to recognize why the tactic is considered effective for driving consumer-brand engagement. Current literature one motional marketing has had limited attention by researchers. This study expands the research available to marketers, advertisers, and communication professionals. To pursue the research, this study focuses on Google’s online advertisements, Dear Sophie (2011) and Your Chrome, Everywhere (2012), each of which use different ad execution formats for analysis; the former by emotion and the latter by reason. Following a two-part comparative and multimodal analysis, three major findings appear from the research. First, ad execution by emotion generates increased consumer-brand engagement, in comparison to ad execution by reason. Second, ad execution by reason appears to be more valuable for actionable consumer-brand interaction. Lastly, there is indication that ad execution format by positive emotion influences a response of positive consumer-brand attitude. This study concludes with suggestions for future research on emotional marketing.

History

Language

eng

Degree

  • Master of Professional Communication

Program

  • Professional Communication

Granting Institution

Ryerson University

LAC Thesis Type

  • MRP