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INTRODUCTION
Emotions significantly influence sales performance, acting as a powerful psychological force in consumer behavior (Agrawal and Duhachek, 2010) Customers' purchasing decisions are often driven by their expectations and the satisfaction derived from a product, which can evoke feelings of happiness and fulfillment (Bagozzi et al., 2016) Personal emotions—such as happiness, sadness, excitement, and curiosity—play a crucial role in marketing by shaping information processing and eliciting positive responses to persuasive messages (Bagozzi et al., 1999) By harnessing emotional marketing, businesses can develop effective strategies to boost performance Although the mechanics of evoking emotions are well-studied, there is still limited understanding of how consumers emotionally react to products and advertisements, as well as which elements trigger these responses (Majumdar, 2012) Furthermore, emotional marketing not only enhances purchase intentions but also elevates brand awareness and shapes consumers' perceptions of products (Khuong and Tram, 2015).
Recent research highlights that incorporating humor in advertising significantly boosts engagement and purchasing behavior, as humorous ads on social media are more likely to be shared and remembered This dynamic approach to advertising can lead to increased sales Additionally, the integration of artificial intelligence and machine learning allows for the analysis of consumer emotions, enabling the creation of personalized advertising messages that resonate more effectively with customers Emphasizing emotional appeals in marketing not only enhances a company's brand personality but also improves its image and fosters long-term customer loyalty.
Recent discoveries in emotional marketing provide essential insights for marketers aiming to create effective and personalized campaigns By adopting a data-driven strategy, businesses can enhance customer relationships, boost sales, and foster overall growth.
Research on emotional marketing has explored various aspects, but existing studies are fragmented, making it difficult for future researchers to grasp the overall concept While some reviews have focused on the pre-digital era or specific areas like Corporate Social Responsibility and decision-making, there is a growing need for updated research due to the increasing number of publications in emotional marketing To fill this gap, this study utilizes bibliometric analysis to examine the patterns and characteristics of emotional marketing literature, leveraging data from the Web of Science (WoS) database.
This study's dedicated efforts and findings offer a comprehensive perspective and new directions for future research in emotional marketing Specifically, our research aims to provide valuable suggestions for subsequent studies in this field.
• The most productive journals, authors, and countries in the emotional marketing literature;
• The dominant research themes studied in emotional marketing;
• The evolution of emotional marketing literature themes over time;
• The most recent directions and dynamics in the literature on emotional marketing research;
• Recommended promising topics for further research.
This study conducts a systematic review of emotional marketing concepts over the past 30 years, enriching the literature with a contemporary understanding of the field It outlines the intellectual and conceptual structure, enabling academics to recognize existing research, identify potential areas for exploration, and uncover emerging research directions Additionally, marketers and administrators can utilize this scholarly knowledge to enhance their practical applications in emotional marketing.
Our research is organized into four key sections that introduce the concept of emotional marketing and outline our research objectives The subsequent section includes a literature review and details our research methodology We then present the study's findings and explore potential avenues for future research Finally, the paper concludes by highlighting limitations and suggesting areas for improvement moving forward.
LITERATURE REVIEW
Overview of Emotion
Psychological scientists and behavioral neuroscientists emphasize that emotions significantly influence human activities, including thinking, decision-making, actions, social relationships, well-being, and overall health (Izard, 2010) Nico Frijda suggests that emotions result from an individual's assessment of their environment, emerging when a particular context or event is perceived as beneficial or detrimental to them (Frijda, 1986).
Emotions are intricate and nuanced phenomena that necessitate thorough analysis to understand their various characteristics (Ben-Ze'ev, 2001) Aristotle suggested that possessing the right emotions is essential for being a good and valuable person Additionally, Stocker and Hegeman (1996) emphasized that emotions play a crucial role in guiding individuals toward a fulfilling life, as they encompass both pain and pleasure while motivating us to pursue what benefits us.
In the realm of business, the significance of emotions is underscored by Hill (2010), who introduced the term "emotionomics" to explore their impact Additionally, Lurie (2004) emphasized that emotions are often overlooked in business ethics, coining a compelling phrase to highlight this issue.
Humanizing business is essential, as emotions and affections are crucial ethical assets for managers, central to effective management A lack of positive personal chemistry frequently contributes to business failures or their inability to sustain over time (Andersen & Kumar, 2006) Consequently, the exploration and analysis of emotions within business practices are increasingly significant (Akhvlediani et al., 2020).
Overview of Marketing
Over the past 25 years, marketing has evolved significantly, giving rise to new concepts such as emotional marketing, neuromarketing, relationship marketing, and B2B marketing, alongside traditional customer goods-oriented marketing (Gronroos, 2006) As the connection between marketing and business performance becomes increasingly critical, marketers are compelled to justify their activities and budgets, especially during the current global recession Additionally, extensive research over the last two decades has greatly enriched the understanding and knowledge within the marketing field (Morgan, 2012).
Dr Philip Kotler, a leading figure in marketing research, defines marketing as "the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit." He emphasizes that marketing goes beyond mere selling; it involves strategic planning and execution, focusing on identifying unfulfilled needs and quantifying market potential Kotler also highlights the importance of the 4Ps of marketing—Product, Place, Promotion, and Price—in effectively reaching and satisfying customers.
Effective marketing is essential for meeting customer demand and delivering a unique value proposition (Nath et al., 2010) In today's highly competitive landscape, businesses cannot thrive without integrating marketing into their operations.
Overview of Emotional marketing
Emotional marketing is a modern technique that emphasizes the emotional connection between companies and customers, reflecting the values and needs of today's consumers and shaping contemporary consumption culture This approach seeks to understand consumer attitudes, behaviors, and emotions related to purchasing decisions, as well as how these emotions can be measured before, during, and after a purchase Research by Erevelles (1998) was among the first to explore the role of emotion in marketing, but it had a limited perspective and relied on outdated theories Further studies by Gaur et al (2014) revealed that many managers tend to overlook human emotions, even though they are strong indicators of consumer behavior.
Emotions play a crucial role in marketing, serving as key indicators of marketing effectiveness and influencing customer behaviors (Bagozzi et al., 1999) As highlighted by Robinette, Brand, and Lenz, businesses that prioritize customer needs foster greater loyalty Emotional marketing aims to create strong, dependable connections that deliver both material and ethical value, leading to customer loyalty Rytel (2010) describes emotional marketing as an innovative strategy that integrates emotional management into marketing plans, enhancing the relationship between companies and clients This approach emphasizes the emotional attributes of products, brand symbols, and advertising campaigns, all of which significantly impact customer purchasing decisions and deepen their connection with the brand.
In conclusion, Mandina et al (2014) highlight that emotional marketing is fundamentally rooted in the connection between service providers and customers They emphasize that, in today’s highly competitive landscape, companies must leverage emotional marketing not merely as an option, but as a necessity to maintain relevance and prevent loss of market share.
Overview of Neuromarketing
Unconscious mental processes play a crucial role in influencing people's decision-making Recent advancements in neuroimaging techniques, which provide non-invasive brain imaging, have emerged as effective tools for assessing marketing stimuli When applied in marketing, these methods are referred to as neuromarketing techniques, which aim to better understand consumer behavior in the context of markets and commercial trade (Lee et al., 2007).
Neuromarketing, a research field that emerged in June 2002, integrates neuroscience and marketing to enhance understanding of consumer behavior Various interpretations have since shaped its definition, highlighting the interconnectedness of these disciplines (Butler, 2008; Hubert & Kenning, 2008; Senior & Lee).
The study aims to explore the connection between marketing stimuli and the brain regions involved in processing these stimuli, as well as their physiological effects on the nervous system This research seeks to link these brain areas to cognitive, psychological, and emotional processes, ultimately enhancing our understanding of customer behavior (Lee et al., 2007; Murphy et al., 2008; Senior & Lee, 2008).
Several empirical researches in neuromarketing were carried out in the past Many of that, including those by Lee et al (2007) and Fisher et al (2010), focused on marketing communications.
Research indicates that irrelevant communications can diminish customers' positive reactions to products, while relatable advertising tactics enhance these responses (Perrachione & Perrachione, 2008) Additionally, feelings of danger and dread activate brain areas responsible for behavioral change (Hubert & Kenning, 2008) Influential figures also sway consumer preferences, significantly impacting purchase decisions (Hubert & Kenning, 2008) Neuromarketing plays a crucial role in helping businesses pinpoint the most engaging elements of TV advertisements, analyzing language, sound effects, and music to create more appealing ads (Fugate, 2007) Furthermore, neuromarketing is instrumental in developing products and services that align with consumer demands (Fugate).
Neuromarketing strategies significantly enhance pricing, sales, and promotional decisions, as evidenced by studies showing that high prices can create a sense of loss, discouraging purchases (Hubert & Kenning, 2008; Javor et al., 2013) Additionally, branding strategies are profoundly shaped by neuromarketing insights, revealing that brands that resonate with consumers' self-identification activate reward-related areas of the brain (Perrachione & Perrachione, 2008) This highlights the diverse applications of neuromarketing, with ongoing research in the field continuing to expand its relevance and impact.
Overview of Relationship Marketing
Relationship marketing has been extensively researched, particularly gaining momentum in the late 1990s While numerous definitions exist, it can be broadly defined as the proactive creation, development, and maintenance of committed, interactive, and profitable exchanges between an organization and its selected customers or partners over time (Harker, 1999).
Relationship marketing has been the focus of extensive research over the years, leading to various insights and principles for creating and managing effective relationship marketing programs To enhance partner selection in alliance-type relationships, it is recommended to utilize conjoint analysis techniques, as highlighted by Mahajan.
Numerous studies have explored the governance processes within channel relationships and buyer-seller interactions, highlighting the significance of relationship performance in the literature Research by Kalwani and Narayandas (1995) indicates that long-term partnerships can positively influence the financial performance of small businesses Additionally, Srivastava et al (1998) investigate the economic value of relationship marketing assets The role of technology in relationship marketing is increasingly important, as outlined by Rust and Chung (2006), who emphasize the need for further research in areas such as privacy, customization, dynamic market interventions in CRM, vast product assortments, and personalized pricing Moreover, examining dynamic interactions within brand communities through social networks can enhance value creation, a concept referred to as social CRM.
2011) Relationship marketing research has been concentrated on a number of marketing domains and sub-disciplines, and it is anticipated that this area will continue to expand.
Overview of Consumption Values
The question of "What to buy" or "Why we buy" is central to understanding consumer behavior and marketing The choice to purchase a product is influenced by various consumption values, as highlighted by Turel et al (2010) The theory of consumption value indicates that consumers assign different values to product categories, which drives their purchasing motivations (Sheth et al., 1991) Additionally, customers consider not only the economic or utility value of a product but also the perceived corporate, social, and environmental reputation of the brand (Tarn, 1999) Consequently, as consumers are inherently "value-driven," it is essential to incorporate consumption values into marketing practices (Sweeney & Soutar, 2001).
According to the original research on this topic, (Sheth et al., 1991) enumerated five important elements ofconsumption values: Functional Value, Social Value, Conditional Value, Emotional Value, and Epislemic Value.
Sheth and Newman define "Functional Value" as the perceived utility derived from a product's ability to perform its intended function, highlighting its materialistic and utilitarian aspects Additionally, Long and Schiffman (2000) emphasize that "Social Value" drives consumers to purchase products that foster a sense of belonging or acceptance within a group or society This interplay between functional and social values significantly influences consumer behavior and purchasing decisions.
The concept of "epistemic value," as extended in 2008, refers to the novelty and the value derived from learning new things In contrast, "emotional value," as defined by Rust and Oliver in 1993, is realized when a product evokes specific feelings in customers, such as fun, happiness, or curiosity.
Conditional value refers to the worth of products or services that is heavily dependent on their use in particular situations (Holbrook, 1994) For instance, winter coal holds considerable value during a snowstorm but becomes virtually worthless in the heat of summer Therefore, conditional value can be seen as a specific instance of various other value types (Sweeney).
The decision to purchase a product is influenced by various consumption values, including brand and product type By leveraging this theory, businesses can improve their performance and marketing effectiveness, as highlighted by Sheth et al (1991).
Overview of Bibliometrics
Bibliometrics is a statistical analysis method that quantifies scientific research outputs, offering valuable insights into various research fields (Benckendorff & Zehrer, 2013) By examining data such as citations, authorship, keywords, and journal diversity, bibliometric analysis reveals trends in literature growth and knowledge dissemination within specific topics over time (A F J van Raan).
2005) Bibliometrics uses a variety of methodologies depending on the data it analyzes, including Co-citation analysis, Bibliographic coupling and Co-occurrence analysis (Waltman & van Eck, 2009).
Co-citation analysis, the most commonly used bibliometric analysis method, identifies instances where two publications are cited together in the same article (Ding et al., 2001; Small, 1973) This advanced bibliographic technique enables researchers to uncover clusters of co-citation pairings, providing valuable insights into the accumulated tradition, knowledge base, and intellectual structure of scientific research (Kõseoglu et al., 2015; Small, 1978).
Bibliographic coupling occurs when two publications share a common reference from a third publication, as defined by Kessler in 1963 The strength of the bibliographic coupling relationship increases with the number of shared references between the two publications While co-citation remains the most recognized method in bibliometric analysis, the popularity of bibliographic coupling has significantly risen in recent years, as noted by Boyack and Klavans.
Co-occurrence analysis is a method used to count and evaluate the frequency of terms found in research publications, highlighting the relationships between them According to de la Hoz-Correa et al (2018), the stronger the association between terms, the more frequently they appear together in the literature.
RESEARCH METHODOLOGY
Research procedure
Bibliometric analysis has been highly appreciated to be a popular and rigorous method for analyzing and unpacking the evolution of a specific research area (Donthu et al.,
In our study, we utilize bibliometric analysis to explore emotional marketing research and its future study prospects Each bibliometric technique has its advantages and disadvantages; however, as noted by Chang et al (2015), integrating multiple methods to create a comprehensive literature map has become a prevailing trend Consequently, we employ three distinct bibliometric methods—co-occurrence, co-citation, and bibliographic coupling analysis—to gain a deeper understanding of the emotional marketing literature and identify potential future research areas.
Data Retrieval 2000 Publications after Screening 1 ^ ollcction
Descriptive Statistics (year of publication, three fields plot
Co-Occurrence Co-Citation Bibliographic Bibliometric Analysis Analysis Coupling Analysis Analysis
Current Concepts and Emerging Topics
Future Research Agenda Conclusion, Implications, and Limitations Conclusion
Literature Search and Data Collection
On February 12, 2023, we conducted a bibliometric analysis using data from the Web of Science (WoS) database, which serves as a selective citation index for scientific and academic publications, including journals, proceedings, books, and data compilations (Birkle et al., 2020) We specifically searched for the term "emotional marketing" in the title, abstract, keywords, and keywords plus fields, while excluding conference reviews to focus on the most relevant publications Ultimately, over 2,000 publications that met our search criteria were collected after refining the results The data was exported in Plain Text format, suitable for import into the analytical tools utilized in our study.
Analytical Tools
VOSviewer is a leading tool for generating and visualizing bibliometric maps, as established by Van Eck and Waltman (2010) In this study, we leverage VOSviewer to create networks of authors and journals for co-citation and bibliographic coupling analysis, as well as a keyword network for co-occurrence analysis in the field of emotional marketing research The visualization data is sourced from a Plain Text file extracted from Web of Science To gain a comprehensive understanding of the research landscape in emotional marketing, we also utilize Biblioshiny, an app version of the R-package designed for quantitative bibliometric analysis (Agbo et al., 2021) This tool allows us to perform descriptive statistics on countries engaged in emotional marketing research, revealing the predominant interests across these nations The dataset analyzed in Biblioshiny is identical to that used in VOSviewer.
RESEARCH RESULTS
Descriptive Analysis
Figure 2 Annual Scientific Production of Research from 1992 to 2023
Between 1992 and February 2023, research on emotional marketing surged significantly, with nearly 20 publications annually since 2005 This trend peaked in 2020 and 2021, where the number of publications skyrocketed to 240, before experiencing a decline.
In 2022, there were 230 publications highlighting the increasing recognition of emotional marketing as a foundational element for further developments This surge in research reflects scholars' ongoing pursuit of new knowledge in the field The growing citation index demonstrates that emotional marketing is gaining significant awareness and acknowledgment in recent times Undoubtedly, emotional marketing is crucial to the business process.
Table 1 Top 15 Journals with the greatest number of publications
Number of articles on emotional marketing
Journal Of Global Scholars Of
Between 1998 and 2021, the Business Research Journal topped the list with 44 publications and 274,865 citations, achieving an h-index of 200 Following closely is the European Journal of Marketing, which published 39 articles from 1977 to 2019, garnering 190,245 citations and maintaining an h-index of 200 In third place is Sustainability, matching the European Journal of Marketing in publications but falling short in citations with 66,386 and an h-index of 160 from 2009 to 2023 Overall, the majority of publications are concentrated in the business sector, aiming to provide valuable insights, while numerous journals and departments in Psychology, Tourism, and Hospitality Management have also contributed to this field.
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Figure 3 Top Sources’ Production of Research from 1992 to 2023
The development trend of literature on emotional marketing, illustrated in Figure 3, highlights the increasing publication of articles in prestigious journals such as the European Journal of Marketing, Frontiers in Psychology, and the Journal of Business Research Since its inception in 1992, the topic has garnered significant attention from leading publications Notably, from 2020 to 2022, the Journal of Business Research emerged as the most prolific, contributing over 75 articles to the field.
Table 2 Most relevant authors based on highest impact 4.1.3 Statistics by Authors
5 Elyria Kemp University of New Orleans
7 Felix Septianto University of Queensland
8 Fabio Babiloni University of Rome Sapienza
Cherubino University of Rome Sapienza
10 Gianluigi Guido Università del Salento
Fabio Babiloni is the foremost authority in emotional marketing research, boasting an impressive h-index of 80 from just five related articles, and serves as a professor at the University of Rome Sapienza Wesley J Johnston follows closely with an h-index of 67 and six related articles, having begun his research career in 1977 as the CBIM RoundTable Professor of Marketing at Georgia State University In third place, Gianluigi Guido holds an h-index of 54 and has published five related articles since starting his research in 1998 as a professor at Università del Salento.
Figure 4 Number of Author per country (single-country, multiple-country publications)
A total of 136 universities across 58 countries have contributed to the global literature on emotional marketing, highlighting the widespread interest in this research area The United States leads in productivity with 368 publications, followed by China with 312, Australia with 151, the United Kingdom with 124, and Spain.
Figure 4 highlights the distinction between single-country publications, which involve authors from the same nation, and multiple-country publications that feature international collaborations The data reveals that the USA, China, and the United Kingdom lead in the number of multiple-country publications Despite this, overall inter-country collaboration remains limited when compared to intra-country collaboration.
4.1.5 Three fields plot visualizing the relationship among authors, countries, keywords
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Figure 5 Three fields plot visualizing how authors, countries, and keywords are related through a Sankey diagram
The three-field plot illustrates the prolific authors and leading research themes for various countries On the left side, it highlights that around 10% of U.S papers are authored by prominent figures like Elyria Kemp and Wesley J Johnston, while Canadian research is significantly contributed by Patrizia Cherubino and Fabio Babiloni Notably, one-third of Spain's and the UK's publications are attributed to Rebekah Russell-Bennett and Zang, respectively Conversely, countries such as China, Australia, Italy, and India primarily feature non-leading authors in their research The right side of the plot reveals that emotion is the most extensively studied topic, particularly in the U.S., Australia, and the UK Additionally, the U.S explores a range of subjects, including marketing, social media, purchase intention, and customer satisfaction, indicating a strong focus on emotional marketing Chinese authors also show interest in a diverse array of topics.
Research on emotions, marketing, and consumer behaviors has been conducted across various countries, including Australia, Spain, Italy, and Germany In Australia, as well as in Korea and India, social media has also been a focal point of study Additionally, consumer behavior has garnered significant attention from researchers in the United Kingdom and Spain.
4.1.6 Main research topics about emotional marketing in different countries
This research paper aims to analyze the specific fields and purposes of the leading research themes in various countries By utilizing the Web of Science database, we collected the most cited research papers associated with the top five countries in terms of publication volume Our findings reveal the primary research topics prevalent in these nations, which are detailed below.
Table 3 The main research topics in leading countries
Emotional brand attachment in Corporate Social Responsibility
USA, United Kingdom Emotional intelligence in customer service and customer loyalty
Australia Applications of emotional marketing in tourism
Portugal, Korean Emotional marketing effect on purchase intention
Assessing customers' emotional experiences influencing
Our study identifies similarities in research subjects and objectives across various countries, leading us to categorize them into four distinct groups based on their shared topics The first group, comprising the USA and the United Kingdom, focuses on emotional brand attachment within Corporate Social Responsibility (CSR) Companies in these nations are increasingly emphasizing CSR efforts, aiming to enhance their image through emotional engagement Additionally, there is significant research dedicated to emotional intelligence in customer service and its impact on customer loyalty.
Countries like the United Kingdom and Australia are exploring the applications of emotional marketing to enhance customer experiences in tourism, leveraging their strong positions in the industry for future growth Meanwhile, Portugal and Korea focus on the impact of emotional marketing on purchase intentions, while France and Germany prioritize customer satisfaction by assessing how emotional experiences influence it.
Co-occurrence analysis
To identify the key research areas in emotional marketing literature, author keywords are analyzed through their co-occurrence network To ensure a focused examination of relevant topics, only keywords that appear at least seven times are considered, filtering out less significant themes and providing a clearer structure of the explored concepts.
10 frequent keywords are shown in Table 4.
Table 4 The most frequent keywords in co-occurrence network
Keywords Number of Links Total Link Strength Occurrences emotions 73 128 100 marketing 69 122 90 social media 49 72 62 advertising 53 101 60 consumer behaviour 41 64 49 neuromarketing 41 75 46 purchase intention experiential
After the selection process in VOSviewer, 147 most important keywords that were extracted from the former 5947 authors keywords are threefold and visualized in Figure
10 The frequency of a given keyword appearing in the emotional marketing literature is reflected by the size of the circles Moreover, the co-occurrences of the keywords are represented by the lines connecting them Eight clusters of different colors have closely associated keywords and each represent the main concept of study in emotional marketing. consumer engagement buyer-seller relationships customer value commitment ^ ioôty e brand e,p cricncc ovc brand personality
( custon^ loyalty t T M-JtyBUin^ marketing strategy w tlf^ a^is customer, satisfaction consumer behavtofc social media •
In Australia, the intersection of machine learning and emotional intelligence plays a crucial role in understanding consumer purchase intentions, particularly in the tourism sector By segmenting audiences based on emotional responses, marketers can effectively utilize nostalgia and empathy to enhance advertising effectiveness This approach not only addresses issues like childhood obesity through targeted food advertising but also leverages neuromarketing techniques to influence decision-making By tapping into emotions such as guilt and stress, cause-related marketing strategies can create persuasive campaigns that resonate with consumers, ultimately driving engagement and conversion.
Figure 6 Co-occurrence network in emotional marketing Table 5 Top high occurrence keywords in individual clusters
(number of Definition High Occurrence Keywords keyword) branding; brand image; brand experience; brand love; brand engagement; consumer behavior;
Cluster 1 - Emotional brand consumer loyalty; digital marketing; emotional Red (31) attachment attachment; emotional marketing; experiential marketing; perception; social media marketing attitude; advertising effectiveness; behavioral intention; covid-19; cause-related marketing;
Cluster 2 - Social responsibility and corporate social responsibility; emotion; Green (24) consumer intention empathy; emotional appeal; instagram; purchase intention; word of mouth
Blue (20) Customer behavior consumer behavior; commitment; customer satisfaction; customer loyalty; emotional intelligent; loyalty; perceived value; relationship marketing; satisfaction; service quality; trust
Neuroscience and advertising; children; emotion; eeg; marketing; motivation; neuromarketing; persuasion; social emotion marketing; social media; structural equation modeling affective commitment; brand; brand equity;
Purple (19) Internal marketing buyer-seller relationship; customer orientation; emotional labor; social network; stress; value; segmentation augmented reality; customer engagement;
Cluster 6 - Tourism through decision making; destination making; emotional Light blue emotional marketing response; image; nostalgia; place attachment;
(16) scale development; tourism; tourism marketing; virtual reality
Sustainable development base on emotional marketing brand; co creation; decision making; education; culture; cognition; emotional value; experiential value; green marketing; innovation; internet; sentiment analysis
Cluster 8 - Technical tool for affective computing; deep learning; emotional Brown (5) emotional marketing recognition; machine learning; well being
Emotional marketing encompasses eight research clusters, primarily focusing on the role of emotion in enhancing customer-brand relationships By integrating emotional and experiential elements, it fosters customer engagement, brand image, and brand loyalty over time Emerging trends in this field include keywords related to social responsibility and sustainable development, reflecting consumers' heightened awareness of societal issues post-Covid-19, which influences their purchasing decisions Additionally, the fourth cluster highlights the application of neuroscience in marketing, employing methods like EEG and Neuromarketing to better understand emotional responses, attention, and decision-making in advertising Emotional marketing also extends internally within companies, addressing concepts such as affective commitment and emotional labor Furthermore, advancements in technology, including augmented reality and machine learning, are creating new opportunities in emotional marketing, particularly in tourism, where immersive experiences can evoke strong emotional responses and drive consumer decisions.
4.2.2 Overlay Visualization consumer engagement customer value commitment ^ lo^lty buyer-seller relationships brand experience brand love brand r*^onality brand Image
* trust sentiment analysis machine learning ‘
A successful marketing strategy must consider consumer behavior, particularly in the context of social media's influence on perceived purchase intentions Effective segmentation and decision-making can enhance cause-related marketing efforts, tapping into emotional responses such as nostalgia, empathy, and stress Utilizing neuromarketing techniques, including EEG analysis, can reveal how emotional intelligence impacts advertising effectiveness Emotional appeals, particularly those targeting children in food marketing, can evoke feelings of guilt and arousal, ultimately shaping consumer choices and addressing issues like obesity.
Figure 7 Overlay visualization network of co-occurrence analysis
In the Overlay Visualization analysis, we categorize terms by color to illustrate the novelty of keywords based on their annual occurrence and average publication rates Additionally, the size of each node is scaled according to its frequency in the literature.
A darker color approaching purple means that research on this keyword has been carried out for a long time Meanwhile, a lighter color approaching yellow denotes a keyword that appears in recent publications.
In this study, keywords related to our research topic are within publications between
Research on emotional marketing has evolved significantly from 2014 to 2020, with a primary focus on consumer behavior, including perception, trust, satisfaction, and decision-making processes until around 2018 The interplay between emotional marketing campaigns and consumer attitudes is influenced by emotional intelligence and ethical considerations From 2016 onward, discussions expanded to include brand-related topics such as branding, advertising, brand image, and brand personality Starting in 2018, the focus shifted towards the relationship between emotions and customer purchase intentions, introducing keywords related to digital marketing like social media, word of mouth, and platforms such as Facebook and Instagram, alongside social issues like cause-related marketing and corporate social responsibility, especially in the context of Covid-19 As technology continues to permeate marketing, future research is encouraged to explore the integration of machine learning, augmented reality, virtual reality, and deep learning in emotional marketing strategies.
Co-citation analysis
Co-citation analysis is utilized to uncover knowledge clusters within emotional marketing research and to explore the interconnections among them By establishing a criterion that requires a minimum of twenty citations for a referenced work, a sample of 163 articles was derived from a total of 2,104 original research papers Figure 11 illustrates the five studies that exhibit the highest co-citation indices.
1 Fornell, c., and Larcker, D F (1981) “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error” Journal of Marketing Research Vol 18 No 1, pp 39-50.
2 Podsakoff, p M., Mackenzie, s B., Lee, J.-Y., and Podsakoff, N p (2003)
“Common method biases in behavioral research: a critical review of the literature and recommended remedies” Journal of Applied Psychology, Vol 88 No 5, pp 879.
3 Anderson, J c., and Gerbing, D w (1988) “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach” Psychological
4 Sweeney, J c., and Soutar, G N (2001) “Consumer perceived value: The development of a multiple item scale” Journal of Retailing, Vol 77 No 2, pp 203-220.
5 Morgan, R M., and Hunt, s D (1994) “The Commitment-Trust Theory of Relationship Marketing” Journal of Marketing, Vol 58 No 3, pp 20-38.
The five key articles on emotional marketing highlight significant contributions to the field The first, by Fornell & Larcker (1981), with 303 citations, explores statistical tests for structural equation models involving unobservable variables and measurement error The second, by Podsakoff et al (2003), has 135 citations and investigates how method biases influence cognitive processes and responses, while also assessing various techniques to mitigate these biases Anderson & Gerbing (1988), with 130 citations, provide practical guidance for researchers on employing structural equation modeling for theory testing and development Sweeney & Soutar (2001), holding 128 citations, focus on the 19-item PERVAL measure to assess consumer perceptions of brand value in durable goods Lastly, Morgan & Hunt's research adds further depth to the understanding of emotional marketing in consumer behavior.
In a 1994 study with 104 citations, ten forms of relationship marketing are explored, alongside the establishment of key assumptions and a model for intermediate variables The research presents favorable test results, leading to insightful explanations and recommendations for effective relationship marketing strategies.
Figure 8 The most influential publications of Co-citation analysis
The article references a selection of significant academic works, including Fornell (1981) in the Journal of Marketing Research, which discusses customer satisfaction metrics (doi: 10.2307 ) Other key citations include Podsakoff et al (2003) in the Journal of Applied Psychology, focusing on the implications of organizational behavior (doi: 1 ), and Anderson (1988) in Psychological Bulletin, which examines the effects of marketing strategies (doi: 10.10 ) Sweeney (2001) contributes to retailing insights (doi: 10.1016/s ), while Morgan (1994) analyzes relationship marketing in the Journal of Marketing (doi: 10.2307 ) Holbrook (1982) in the Journal of Consumer Research explores consumer behavior (doi: 10.10 ), and Fournier (1998) provides insights on brand relationships (doi: 10.1086 ) Additionally, Zeithaml (1988) in the Journal of Marketing discusses service quality (doi: 10.2307/1 ), and Bagozzi (1988) in the Journal of the Academy of Marketing Science focuses on consumer attitudes (doi: 10 ) Thomson (2005) and Bagozzi (1999) further contribute to the understanding of consumer psychology and marketing strategies (doi: 1 and doi: 10 , respectively).
In 1991, Sheth emphasized the importance of consumer behavior in his research published in the Journal of Business Research A subsequent study by Brat and Us in 2009 explored marketing strategies in the Journal of Marketing, highlighting key trends in consumer engagement Mehrabian's 1974 work on environmental psychology laid the groundwork for understanding emotional responses to marketing stimuli Hair's 2015 research on multivariate data analysis provided essential methodologies for interpreting complex consumer data Parasuraman's 1988 study in the Journal of Retailing focused on service quality, while Hu's 1999 research on structural equation modeling advanced analytical techniques in marketing research Keller's 1993 article in the Journal of Marketing discussed brand equity, and Mano's 1993 research in the Journal of Consumer Research examined consumer satisfaction metrics.
Document co-citation analysis is a method used to uncover knowledge groups within emotional research and to explore their interrelationships This study successfully identified six unique clusters, each represented by a different color, illustrating the distinct categories of documents Detailed separation of these clusters can be found in Table 6.
Williams p, 2009, ann tourism sheth j.n., 1991, consumption
Sweeney jc, 2001, j retailing, babln bj, 1994,j.consum res. lemon kn 2016, j marketing, ^hin ww 1998 quant meth ser. holbrook mb, 1982, j consumwe
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In recent studies, various authors have explored the intersection of consumer behavior and marketing strategies Notably, Hollebeek (2014) and Brodie et al (2013) emphasize the importance of interactive engagement in enhancing customer experiences Westbrook (1991) and Nyer (1997) contribute to understanding consumer satisfaction and its impact on loyalty Additionally, Morgan (1994) and Dwyer (1987) highlight the significance of relationship marketing in fostering long-term connections with customers Overall, these insights underscore the evolving nature of marketing in response to changing consumer dynamics.
Figure 9 The most influential publications of Co-citation analysis Table 6 Co-citation cluster and representative publications for each cluster
Emotion and hedonic motivation are related to both behavior and consumption experience
The concept of customer engagement and emotion as
Cluster 2 - Green (30 “ one of the dimensions of publications) customer engagement
Cluster 3 - Blue (29 publications) attachments to brands and
(Bagozzi et al., 1999), (Babin et al., 1994), (Mano & Oliver,
(Brodie el al., 2011), (Brodie et al., 2013), (van Doorn et al.,
2010), (Vivek et al., 2012)(Keller, 1993), (Fournier, 1998),(Thomson et al., 2005), brand attachments can drive (Chaudhuri & Holbrook, 2001), brand equity (Park et al., 2010)
Consumption values including emotional value influencing consumer choice behavior and
(Fornell & Larcker, 1981), (Podsakoff et al., 2003), (Sheth purchase attitude; the importance of customer value el al., 1991)), (Sweeney & Soular, 2001), (Woodruff,
Cluster 5 - Purple (18 Customer loyalty and buyer publications) seller relationships
(Anderson & Gerbing, 1988), (Morgan & Hunt, 1994), (Dick
Cluster 6 - Light blue Emotional factor in customer
(Brakus et al., 2009), (Gentile et al., 2007), (Lemon & Verhoef,
2016), (Pine & Gilmore, 2011), (Schmitt, 1999), (Verhoef et al., 2009)
The first cluster, comprising 50 publications, explores the relationship between motion, hedonic motivation, behavior, and consumption experience The second cluster, with 30 publications, focuses on customer engagement, highlighting emotion as a key dimension The third cluster includes 39 publications that discuss how consumers' emotional attachments to brands can enhance brand equity In the fourth cluster, consisting of 28 publications, researchers delve into consumption values, particularly emotional value, and its impact on consumer choice behavior and purchase attitudes, while also emphasizing the significance of customer value The fifth cluster, with 18 publications, centers on customer loyalty and buyer-seller relationships Lastly, the sixth cluster contains 19 publications that examine the context of customer experience.
Bibliographic coupling analysis
(las (2008) methtouth (2021) oufaris (2002) ► Zhuang(2010) ak < ^nravae (20131 y ô&t aS^ 20 1 5) hollebeek (2014b) úiỊ Ì (Zuc goncaives (2016) tsai (2005) tr G007ằ
Figure 10 Bibliographic coupling network of publications
The five studies with the highest total binding strength are shown in Figure 14 (Prayag, Hosany, & Odeh, 2013), (Sayil et al., 2019), (Kim et al., 2007), (Nadiri & Gunay, 2013), (Kumar & Kaushik, 2020).
1 Prayag, G., Ct al (2013) “The role oftourists' emotional experiences and satisfaction in understanding behavioral intentions", Journal of Destination
Marketing and Management, Vol 2 No 2, pp 118-127.
2 Sayil, E M., et al (2019) “An integrative approach to relationship marketing, customer value, and customer outcomes in the retail banking industry: A customer-based perspective from Turkey", The Service Industries Journal, Vol
■osukovõ (2012/ pandza bajs (2015) galindo curvelo (2019)
3 Kim, H.-W., et al (2007) “A balanced thinking-feelings model of information systems continuance*’, International Journal ofHuman-Computer Studies, Vol
4 Nadiri, H and G N Gunay (2013) “An empirical study to diagnose the outcomes of customers' experiences in trendy coffee shops”, Journal of
Business Economics and Management, Vol 14 No 1, pp 22-53.
5 Kumar, V and A K Kaushik (2020) “Building consumer-brand relationships through brand experience and brand identification”, Journal of Strategic
The article with the highest total coupling strength of 1984, authored by Prayag, Hosany, Odeh, et al (2013), examines the influence of emotional factors on tourism marketing, specifically focusing on tourists' emotional responses, satisfaction, and behavioral intentions Following closely is the research by Sayil et al (2019), which explores the emotional value in relationship marketing within the retail banking sector, achieving a coupling strength of 1800 In the realm of technology, Kim et al (2007) investigate the interplay of emotions and cognition on information systems continuance, with a coupling strength of 1753 Nadiri & Gunay (2013) contribute to the discourse by studying post-purchase behavior, including word-of-mouth and revisit intentions, influenced by emotional value, and attain a binding strength of 1726 Lastly, Kumar & Kaushik (2020) focus on consumer-brand relationships, emphasizing emotional exchange and two-way communication, with a total binding strength of 1699.
These five articles with the largest total coupling strength are all published in the early
In the 21st century, researchers are increasingly examining the impact of emotional factors on customer satisfaction and behavior across various industries The growing interest in emotional marketing has led to a notable rise in the number of published articles on this subject, highlighting its significance in understanding consumer dynamics.
Figure 11 The most influential publications of Bibliographic coupling analysis
Bibliographic coupling network is presented in Figure 14 and divided into five clusters shown in red, green, blue, yellow and purple in Table 7.
Table 7 Bibliometric coupling network of publication
(Prayag, Hosany, & Odeh, 2013), (Marasco et al., 2018), (Goossens,
Cluster 1 - Red Mahajan, 1998), (Calvo-Porral el marketing on consumers' '
(347 publications) al., 2020), (Bcttiga Ct al., 2017), (Al- attitude in tourism
Kwifi, 2016), (Koenig-Lewis et al.,2014)
Emotional marketing in the Hong, 2016), (Mukherjee, 2020),
Cluster 2 - Green , context of digital (Ho et al., 2022), (Bhattacharya,
(194 publications) _ _ _ , applications 2023), (Shen et al., 2022), (Zhao et al., 2022), (Lim & Kim, 2020) (Hollebeek et al., 2014), (Hollebeek
Chen, 2014), (Malar et al., 2011), Emotional marketing in (Xi & Hamari, 2020), (Eigenraam et
":ter 3: Blu\ Consumer-Brand al, 2018x (Zollo et al 2O2O)1
(189 publications) engagementand experience (&unar & 2™amzah et al., 2014), (Farhat et al., 2021) (Pandza Bajs, 2013), (Yuan & Wu,
Consumption value including perceived value, emotional value and social value
(Han et al., 2017), (Hur et al., 2013), (Rousta & Jamshidi, 2019),
(Pihlstrõm & Brush, 2008), (Turel et al., 2007), (Verhoef, 2005), (Knight
& Young Kim, 2007) (Evanschitzky et al., 2006), (Stanko
(132 publications) et al., 2007), (Gounaris et al., 2010), (Wu et al., 2018), (Sayil el al.,
2019), (Kemp et aL’ 2014), (Jahn ct
„ al., 2012), (Brocato et al., 2015), seller relationship
The first cluster, "Effect of Emotional Marketing on Consumers’ Attitude in Tourism," highlights key studies, notably Koufaris (2002), which examines how emotional and cognitive responses affect online consumers' intentions to revisit and make spontaneous purchases Additionally, Goossens (2000) explores the emotional and motivational elements influencing destination choice behavior Both articles address emotional factors in customer behavior, albeit in distinct contexts.
The second cluster, titled "Emotional Marketing in the Context of Digital Applications," features the most cited works by Hartmann et al (2005) and Lee & Hong (2016) Hartmann et al (2005) explored the functional and emotional aspects of green brand positioning and their impact on brand attitude, while Lee & Hong contributed significant insights in this area.
2016) focused on how emotional appeal, informativeness and creativity can contribute to a positive online behavior.
The third cluster, "Emotional Marketing in Consumer-Brand Engagement and Experience," highlights the highly cited article "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation" by Hollebeek et al (2014) This pivotal study explores the concept of "consumer brand engagement" within social media, defining it as the positive cognitive, emotional, and behavioral activities that consumers exhibit during interactions with brands.
The fourth cluster, identified as "Consumption value encompassing perceived, emotional, and social value," highlights the significant influence of value tradeoffs on technology adoption decisions The most referenced study in this area is by Turel et al (2007), which emphasizes how factors such as price, social dynamics, emotional connections, and quality impact users' choices regarding technology adoption.
The fifth cluster, titled “Emotional Factors in Buyer-Seller Relationship and Attachment,” may be small but features a notable number of citations A key article within this cluster is by Sashi (2012), which explores a customer engagement matrix that emphasizes the importance of relational exchanges and emotional connections between buyers and sellers.
Our analysis identified a total of 5,511 authors responsible for 2,104 articles After applying our criteria of a minimum of four documents per author and allowing for zero citations, we found that only 21 authors met these thresholds Figure 15 illustrates the authors with the highest number of articles, citations, and total link strength, with Patrizia Cherubino from the University of Rome Sapienza and IULM University leading the list in total link strength, followed closely by Fabio.
Babiloni, a Professor of Physiology at the University of Rome Sapienza, and Anton Giulio Maglione, a Bioengineering Researcher at the same institution, contribute to the field, while Rebekah Russell-Bennett, a Professor in Marketing at Queensland University of Technology and a member of the Australian Marketing Institute, stands out with the most publications, totaling nine articles Notably, Anil Bilgihan from Florida Atlantic University is recognized as the most cited author in this domain, boasting an impressive 328 citations.
Figure 12.The most influential authors of Bibliographic coupling analysis
The bibliographic coupling network of authors, illustrated in Figure 16, consists of eight distinct clusters Notably, cluster 1 exhibits a high index of bibliographic articulation, encompassing 37 authors, while the other clusters contain between two to eight authors each Detailed statistics regarding these clusters are presented in Table 8.
Figure 13 Bibliographic coupling network of authors
Table 8 Bibliographic coupling Authors cluster and representative authors for each cluster
Emotional effects on customer behavior
Emotions, Decision-making, Social media, Healthcare marketing Destination branding
Queensland University of Technology, The Australian
Customer behavior Brand loyalty Social marketing, Services
Emotion, neuro-marketing, product experience, customer segmentation and marketing communication
Cortical activity, Neuromarketing and Neuroaestelhic
Organic food and sustainable development issues
Brand personality, Organic food Green consumption Energy saving, Luxury consumption.
Brand personality, Organic food, Green consumption Energy saving, Corporate Social Responsibility
Organic food, Green consumption Energy saving Corporate Social Responsibility,.
Cluster 4 - Yellow (4 authors): Consumer food preference through Emotional and Sensory analysis
Traditional foods, children’s behavior toward foods, consumer hedonic liking of food, sensory analysis in food consumption
Pelsmaeker Ghent University Emotional and Sensory Evaluation of food
Cluster 5 - Purple (2 authors): Emotional factors in service consumption Real
Celebrity influence, service delivery, Social Media, service consumption Real Estate
Celebrity influence, Service delivery, Social Media, Service consumption Real Estate
Food choice and eating behavior
Healthy food choice, Health behaviour, Food buying behaviour, eating behavior
Consumer food preferences, Food choice determinants, healthy food choices, eating behaviors
Slovak University of Agriculture in Nitra
Food safety, Corporate social responsibility in food manufacturing, food advertising
Cluster 7 - Orange (2 Slovak University authors): Issues of Agriculture in
Jana Rybanská around food and food Nitra advertising
Food waste, Corporate social responsibility in food enterprises
Cluster 8 - Brown (2 authors): Emotional factor in marketing of Ian phau Curtin University luxury brand
Brand personality, self-expressive, counterfeits, brand personality dilution, pirated products
Figure 16 illustrates significant relationships among authors exploring neuromarketing and the emotional impacts on luxury products, healthcare, destination services, and food advertising, alongside researchers focused on social media Notably, authors studying food consumption exhibit a distinct separation from those in other related fields.
In this analysis, we established a threshold of a minimum of 4 documents and 25 citations per source, resulting in a final sample of 78 journals from a total of 1,064 sources, as illustrated in Figure 17 The most frequently cited journals include the Journal of Business Research, Journal of Interactive Marketing, Journal of the Academy of Marketing Science, Journal of Marketing, and Journal of Marketing Research.
Selected Source Documents Citations v Total link strength journal of business research 44p 2696 12477 n
4 journal of the academy of marketing ,
SB journal of marketing research 1201 1401 u
80 J journal of marketing theory and prac — 5 1014 1771
4 industrial marketing management 20 910 _ 6129 a psychology & marketing 823 _ 5402 journal of strategic marketing 11 789 _ 4282
SB ■ european journal of marketing 39 772 12445
6273 management decision 6 662 994 international journal of contemporar- 23 '
646 7091 journal of product and brand manag ™ 645 6896 international journal of market resea 2337
Figure 14 The most influential journals of Bibliographic coupling analysis
The Bibliographic coupling network of journals reveals 2,858 links with a total link strength of 115,473, organized into four distinct clusters The largest cluster, marked in red, comprises 28 journals, including the Journal of Business Research and the European Journal of Marketing, both centered on business and marketing activities The green cluster contains 20 journals, with representatives like Sustainability, which emphasizes sustainability science, and the International Journal of Contemporary Hospitality Management, focusing on marketing, advertising, tourism, and hospitality The blue cluster features 17 journals, including Frontiers in Psychology and Marketing Intelligence & Planning, which concentrate on psychological sciences Finally, the yellow cluster consists of 13 journals, with key publications such as the Journal of Services Marketing and Industrial Marketing Management, addressing various marketing issues.
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