Academic Journal of Business & Management, 2024, 6(8); doi: 10.25236/AJBM.2024.060807.
Xiangxi Kong, Yan Zhang
School of Business Administration, Ningbo University of Finance and Economics, Ningbo, Zhejiang, 315175, China
In the digital age, social media has become an important platform for brands to interact with consumers. This article explores the dissemination and influence mechanism of consumer emotional value in social media marketing. By analyzing how different types of emotional content spread on social media and how these emotions affect consumer purchasing decisions and brand loyalty, research has found that positive emotional content is often more likely to trigger user sharing and interaction, while negative emotional content may lead to brand crisis. The research results indicate that brands should focus on creating content that can evoke positive emotional resonance, while effectively managing and responding to negative emotions to enhance brand image and market competitiveness. This paper provides empirical evidence for enterprises to develop social media marketing strategies and proposes suggestions for emotional value management.
social media marketing, consumer emotions, emotional value
Xiangxi Kong, Yan Zhang. Analysis of the Communication and Influence Mechanism of Consumer Emotional Value in Social Media Marketing. Academic Journal of Business & Management (2024) Vol. 6, Issue 8: 46-51. https://doi.org/10.25236/AJBM.2024.060807.
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