The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors

This study, carried out during the COVID-19 pandemic in Turkey, aimed to provide suggestions for creating a successful real-time content marketing strategy. For this purpose, data were collected from 319 participants using the online questionnaire technique. Outcomes of the analysis indicate that while positive perception toward real-time content marketing campaigns can lead to positive emotions, negative perception toward real-time content marketing campaigns can lead to negative emotions. It was also found as an important result that both positive and negative emotions affect negative consumer behavior during the pandemic period. In addition, negative emotions as a mediator variable strengthen negative consumer behavior. As a result, it can be said that real content marketing campaigns also have negative consequences on consumer behavior during pandemics. Consequently, marketing authorities should continue their real-time content marketing activities with this result in mind.

Exploring Consumer Emotions in Pre-Pandemic and Pandemic Times. A Sentiment Analysis of Perceptions in the Fine-Dining Restaurant Industry in Bucharest, Romania

This research paper aims to analyse how consumer emotions have evolved during the pandemic period in comparison with the pre-pandemic period in relation to restaurant demand in the Romanian fine-dining industry and uses valuable information based on social-media sentiment analysis and content analysis. Focusing on theories of consumer behaviour, the study aims to emphasize how, under the influence of an epidemic crisis caused by an infectious disease, individual behaviour adapts to the “new normal”, embracing a series of changes in the preferences, attitudes, and cognitive choice-making processes. The article takes into account a comparative analysis of the consumer emotions between the pre-COVID-19 pandemic period (2010–2019) and the pandemic period (2020–present), based on the online reviews provided by customers for five fine-dining restaurants from Bucharest, the capital city of Romania: The Artist, Relais & Chateaux Le Bistrot Francais, Casa di David, Kaiamo, and L’Atelier. The research was based on two mining analyses—content analysis and sentiment analysis—and explored the emotional intent of words, with the data being collected from TripAdvisor through web-scrapping. The empirical results defined the fine-dining experience during the pandemic as being associated with the quality of the dishes and also with the quality of the service. The overall consumer sentiment in the direction of the restaurants analyzed is positive. The sentiment research found that throughout the epidemic, the consumers’ attitudes about restaurants deteriorated. In this sense, consumers seem to be less satisfied with the restaurants’ services than before the pandemic. This is another thing that the restaurants had difficulties in when adapting their operations for the pandemic.

Nothing to Be Happy about: Consumer Emotions and AI

Advancements in artificial intelligence and Big Data allow for a range of goods and services to determine and respond to a consumer’s emotional state of mind. Considerable potential surrounds the technological ability to detect and respond to an individual’s emotions, yet such technology is also controversial and raises questions surrounding the legal protection of emotions. Despite their highly sensitive and private nature, this article highlights the inadequate protection of emotions in aspects of data protection and consumer protection law, arguing that the contribution by recent proposal for an Artificial Intelligence Act is not only unsuitable to overcome such deficits but does little to support the assertion that emotions are highly sensitive.

Consumer responses to environmental corporate social responsibility and luxury

Purpose Drawing on the stimulus–organism–response (S-O-R) framework, this study presents an original model examining the influence of environmental corporate social responsibility (CSR), luxury and service quality dimensions on consumer emotions that in turn influence consumer attitudes towards the shopping mall. Design/methodology/approach Structural equation modeling is applied to data from a sample of 706 French consumers to test the hypotheses. Findings The results highlight the importance of environmental CSR, luxury and service quality dimensions as stimuli influencing positively consumer emotions, which in turn positively influence consumer attitudes. Research limitations/implications This study extends prior work in the field of services marketing and the S-O-R framework while considering environmental CSR, luxury and service quality dimensions as relevant stimuli. It further contributes to the literature of the shopping mall while examining relevant and unexplored antecedents to consumer emotions. Practical implications This paper provides tailored recommendations for shopping mall managers. It details how managers can use environmental CSR and luxury dimensions besides service quality as relevant stimuli in their positioning strategies to enhance consumer emotions and attitudes. Originality/value This study provides novel insights into shopping mall dimensions, i.e. environmental CSR, luxury and service quality, influencing consumer responses.

Research on the Mechanism of Consumers' Purchase Intention under the Xinjiang Cotton Incident

Under the brand crisis triggered by the Xinjiang cotton incident, the study selected foreign brands MUJI and H&M, which have high brand awareness, and explored the mechanism of different brand crisis response strategies on Chinese consumers’ purchasing intentions, and explored in-depth the mediating effect of consumer emotions in this process, and constructed a structural equation model. The research result illustrates the correlation between emotions and corporate brand crisis response strategies and attitude towards China. It as well explains how consumer emotions play a mediating role between corporate brand crisis response strategies and purchase intentions. The study also found that consumers’ negative emotions have a deeper impact on their purchase intentions. The research has fully demonstrated the internal emotions and behavioral mechanisms of consumers, guiding companies to choose appropriate response measures, clarifying corporate political positions and attitudes, and implementing appropriate corporate brand crisis strategies.

Integrated Theoretical Model of Smoking-Consumer Emotions and Research Outlook

Objectives: Research on smoking-consumer emotions attracts increasing attention. Based on the literature review and analysis, this paper recognizes different definitions, categorizations, measurements of consumer emotions. Then the paper identifies the antecedent variables, moderating variables and outcome variables of consumer emotion and relevant emotion theories to explain the relationship and proposes an integrated theoretical model of consumer emotions. Finally, this paper talks about the future studies of consumer emotions on four aspects. This paper offers insights on the research of smoking-consumer emotions, theoretically and practically.

Consumer Neuroscience as a Tool to Monitor the Impact of Aromas on Consumer Emotions When Buying Food

Building a unique USP sales argument (unique selling proposition) through various forms of in-store communication comes to the fore in a challenging competitive environment. Scent as a means to influence the purchase of goods or services has a long history, however, aromachology as field of in-store communication is a matter of the present. This new trend, the importance and use of which has grown in recent years, is the subject of a wide range of research. In order to increase the efficiency of these elements, it is necessary to familiarise ourselves with the factors that affect the customer, whether that be consciously or unconsciously. Consumer neuroscience is addressed in this area. This paper deals with the comprehensive interdisciplinary investigation of the impact of selected aromatic compounds on consumer cognitive and affective processes as well as assessing the effectiveness of their implementation in food retail operations. At the end of the paper, we recommend options for the effective selection and implementation of aromatisation of different premises, by which the retailer can achieve not only a successful form of in-store communication, but also an increase the retail turnover of the store.