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Meaning and Future of Emotion-based Marketing Communication in New Marketing Era

Meaning and Future of Emotion-based Marketing Communication in New Marketing Era International Journal of Recent Technology and Engineering (IJRTE) ISSN: 2277-3878, Volume-8 Issue-2S6, July 2019 Meaning and Future of Emotion-based Marketing Communication in New Marketing Era Min-Wook Choi  Though it has become an old word, it is increasingly Abstract: The objective of this study is to scrutinize the meaning difficult to differentiate itself from competitors in terms of the and future of emotion based marketing communication in new physical characteristics of products in today's marketing marketing era. First, this study examined the concept and relation situations. In addition, the objective image alone is not of marketing, brand and emotion. Then, extracted emotion related enough to capture consumers' hearts in fierce competition. It marketing concept in new marketing era. And it proposed is time to emphasize appealing to the human emotion beyond application direction of emotion to marketing communication in the future. In new marketing era, the application of emotion to reason. Especially, the significance of emotion increases in marketing communication will increase. What is important is the new media marketing communication where the importance direction of application of emotion to marketing communication. of social media increases. Social media is a suitable platform The important directions of application are as below. First for expressing the identity of an individual or expressing the direction is collaboration. For effective application of emotion to value of an individual through the ownership and sharing of marketing communication, the collaboration with other field is necessary. Second direction for effective application of emotion to the brand. When marketing communication is conducted, marketing communication is creativity. Like advertising, the companies can stimulate emotional parts of human beings creativity is important in the use of emotion in marketing through social media, thereby inducing active participation of communication. The third application direction of emotion to consumers. marketing communication is long term perspective. The goal of In this context, this study intends to examine the use of emotional marketing or emotional communication is not short emotion in the recent new marketing communication era. term sales increase. They should be viewed as a variety of efforts to engage with consumers rather than immediate results or effects. Specifically, this study will first examine the concept of The forth application direction of emotion to marketing emotion, and the meaning of emotion in marketing and brand. communication is relevance with brand. Even though emotional Then, this study will look at concepts in which emotion is marketing or emotional communication is fun, touching, and important in new marketing communication, and think about creative, if it has no relation with brand, desired goal cannot be direction of application of emotion in new marketing accomplished. In the situation where it is difficult to differentiate brand from others by quality of products, marketing communication in the future. communication using emotion will become a major means of brand differentiation. II. MARKETING, BRAMD AND EMOTION Emotion is a personal and subjective feeling that is Keywords : Contents marketing, Emotion, New marketing communication, Storytelling marketing instantly and automatically experienced when perceiving an object, or when in a particular environment. Emotion is I. INTRODUCTION ambiguous feeling which is inherently complex and comprehensive, and has personal and dynamic characteristics. Recently, the use of emotion is increasing in various In addition to personal circumstances, social and cultural factors play an important role in influencing individual fields of marketing communication. What is unusual is that emotion. the importance and use of emotion is increasing in the new Today, the importance of emotions throughout marketing is marketing environment based on digital technology. This can increasing day by day. By looking at the difference between be predicted as technology develops and people depend on traditional marketing and emotional marketing, we can the machine, people find and put emphasis on the emotions of understand the meaning and growth background of emotion in the human nature. The main point of brand differentiation in marketing. First, it is a change from passive consumers to the past was difference of the physical property of the product. active consumers. The digital environment has strengthened But the main point of brand differentiation today is the the voice of consumers. Consumers demand products emotional solidarity that consumers perceive about the brand. according to their needs and invest in companies that match This emotional solidarity is the basis for establishing and them. Second, it is a change from product to experience. At maintaining a long-term relationship with the brand. discount stores and department stores, customers often see many stories about one product. The customer now wants to Revised Manuscript Received on July 22, 2019. buy stories that are in the product, rather than buying them, * Correspondence Author and to share their memories. Min-Wook Choi*, Department of Advertising & Public Relations, Namseoul University, Cheonan, South Korea. Email: [email protected] Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering & Sciences Publication DOI:10.35940/ijrte.B1008.0782S619 36 Third, it is a change from function to feeling. Quality distributing stories, but these obstacles have been broken leveling among products and intensifying competition make down[4]. In terms of acceptance of contents, past consumers customers feel no difference in quality or performance trusted only the contents of influential media, but in the age of anymore. Even though customers tend to pay attention to the social media, various stories are read and accepted through quality of products, but they tend to be more influenced by the various media channels. Contents marketing is the process of experience and design of the product. Fourth, communication developing and implementing valuable and relevant contents has changed. Customers no longer want one-way messages or to customers in order to attract customers and generate action information, and they want to have a constant conversation to [5,6]. To make things easier, contents marketing is about express themselves. It is evolving from one-way media to achieving business goals by strategically creating and sharing interactive media, for example, the influence of SNS is contents [7]. growing. Fifth, products that consumers do not want are not Recently, major domestic and foreign companies have been sold. Customer relationship management (CRM) can be paying attention to contents marketing with effective developed constantly through relationship with customers, marketing techniques due to rapid change of contents and continuous purchasing can be created. Consumers are less consumption environment. Major companies are taking the inclined to buy product just looking at one aspect of the lead in the propagation of contents marketing to achieve product and they are demanding more. As such, it is difficult desired results by utilizing the influence of new media such as for companies to meet customer's needs with brands alone, so mobile and various platforms, away from traditional media they need to approach customers' needs by stimulating oriented advertising methods such as TV and newspapers. additional customers' emotions[1]. The most important advantage of content marketing is that Today, companies cannot help but find out what is an it is interested in the content that customers are exposed to. excellent means in a super-competitive situation where it is Traditional advertising has a tendency to have rational aspect difficult to maintain customers with only goods and services. of providing information about products, but contents It can be the use of emotion in marketing and brand activities. marketing aims to achieve desired marketing communication This is a way of attracting consumers to the dimension of goals by providing emotional contents that consumers are emotion and sensation, that is, the way in which the brand is interested in. In other words, by providing interesting or born for the people and for the customers and steadily forms a touching contents, consumers are stimulated emotionally and more intimate and lasting relationship with them[2]. This will actively contact and spread the contents. Major domestic and determine the ultimate choice of consumers and the price to overseas companies are likely to engage in contents marketing pay. Emotional branding is a dynamic manifestation of for various purposes as the role of contents grows in the imagination, sensory experience, and future-oriented context of new media marketing communication. In other approach to change. That is, emotional branding provides words, through contents marketing, they will endeavor to means and methods for connecting consumers and goods in an maintain and build relationships with customers externally, emotional and profound way. In other words, it focuses on the and to contribute to enhancing corporate image and most powerful character of man who wants to experience profitability internally. emotional fullness beyond material satisfaction. B. Native ads Native ads are kind of more active brand journalism that III. EMOTION RELATED MARKETING CONCEPT pays for advertising execution. Native ads are paid IN MEW MARKETING ERA advertising that consumers feel that a corporate communication message is in tune with the content of the A. Contents Marketing page, matches the message design well, and harmonizes with The growth of contents marketing is a representative the nature of the platform. In other words, it is a corporate phenomenon that uses emotion in new media marketing communication message that keeps continuity and similarity communication. Contents marketing refers to the technology with article in three aspects of platform function, design and that creates brand-related articles, photos, and images layout harmony, and contents characteristics[8,9]. The major strategically to enable consumers to share when they need it. characteristics of such a native ads are shown in Table 1. In other words, it can be defined as' an activity that induces Table 1 : Major Characteristics of Native Ads consumers' interest and behavior change to a brand, product Characteristics Description or service using various types of contents'. In contemporary Non interruptive Act as part of the user society, contents are recognized as a key product that can experience provided by the generate profit by means of connecting social communication media or by itself. Today's marketing focuses on value-oriented In stream and Not forming a sense of content that allows consumers to engage in brand activities contextual difference with surrounding and find value, rather than just selling products or services. contents Contents marketing has proven to be a key role in brand Preserves trust Mark explicitly that it is an strategy as a way to attract consumers' continued interest, advertising content loyalty and engagement in their brands[3]. Maintains brand Include content that can Contents marketing is becoming a new weapon of integrity increase corporate and brand marketing in the age of social media. Traditionally, content value marketing has been hampered by contents acceptance of consumer, talent of contents creation, and technology for Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering DOI:10.35940/ijrte.B1008.0782S619 37 & Sciences Publication International Journal of Recent Technology and Engineering (IJRTE) ISSN: 2277-3878, Volume-8 Issue-2S6, July 2019 information about goods or services but to draw emotional Adds value Contains content that can add value to the media for engagement and empathy through storytelling[15]. consumers by providing Specifically, research has shown that attitudes toward social useful information media advertising are four times higher when content is and fun emotional and entertainment than informativeness[16]. On this line, Berger & Milkman[17] found that the spread of Internet-based new media advertising growth has resulted emotional content that stimulates emotions is much greater in diversification of commercial advertising platforms, which than neutral content in online. In sum, the effect of native ads has diversified the forms and processes of advertising. will be highly dependent on emotional commitment and Existing banner ads or pop-up ads are exposed in separate ad empathy. In particular, given the social media environment in positions separated from the articles, but native ads are mixed which consumers are more active, emotional message element with the articles in the form of contents similar to ordinary that stimulates immersion and reaction is the central articles, It is the biggest feature of native ads. This allows determinant of native ads effectiveness. consumers to perceive native ads as a part of their media An, Lee, & Park[18] examined impacts of emotional usage that is not irresistible. Therefore, it is characteristic that appeals by social media native ads, focusing on advertorial native ads are optimized for the composition of a certain web style sponsor contents among the various types of native ads. site and actively acts as a part of the content that users use on Results showed that subjects exposed to emotional native ads the web site, unlike traditional advertising which unilaterally revealed more positive attitudes in terms of attitudes toward transmits a message[10]. the advertised products, attitudes toward brands, purchase Native ads are commercial message similar to the general intention toward the advertised products, purchase intention content provided by online advertising platforms[11]. toward advertised brands, compared to those exposed to Existing online ads such as banner ads and video ads were neutral native ads. assigned to some space on the web site, but native ads are C. Storytelling Marketing another content designed according to the external features of Though it has become trite, it is increasingly difficult to the site. These special features can positively contribute to differentiate itself from competitors in terms of the physical lowering the ad avoidance rate. According to the survey[12], characteristics of products in today's marketing situations. In the rate of escaping native ads compared to banner ads was addition, the objective image alone is not enough to capture 52% lower. consumers' hearts in fierce competition. Now, companies and The concept of native ads, also called sponsored content, is brands should make efforts to engrave love mark on due to the convergence of advertising concepts and social consumer's heart. It is time to emphasize appealing to the media environments. The ad that appeared with increasing human emotion beyond reason. In this context, storytelling concern about the decrease of advertising effect by the marketing is a representative concept showing the importance viewer's awareness that it is watching paying contents was of emotion in the new marketing communication era. launched for the first time in 2012 by Facebook. Native ads Companies are using storytelling marketing to communicate has now been applied in a variety of ways through various effectively with consumers. They try to transmit persuasive media. Typical examples are news articles on news websites stories by talking about facts, modifying stories or creating such as the New York Times and Huffington Post, and they new stories[19]. In storytelling marketing, the type of are inserted in the form of articles and in the form of feeds and storytelling can be divided into five types as seen in Table 2. messages on various social media channels such as BuzzFeed, Table II : Types of Composition by Storytelling Gawker, Facebook, Twitter, Youtube, It is also possible to Types Contents use these various channels in combination. History storytelling A story in the history of a According to the studies related to native ads, the features company or founder of native ads are described in common as follows. First, there Behind storytelling Hidden story about product is an advantage that native ads can reduce the consumers' production process or service inconvenience to advertisements due to natural exposure, process compared to traditional advertisements that clearly show Experience storytelling A story about a product commercial motives in advertising messages. Second, native experience ads shares social media platform, so it can be reproduced by Dreamketing storytelling Marketing to sell dreams to many consumers, and excellent word-of-mouth effect can be people expected. Third, Native ads is more popular than existing Parody storytelling Transmitting messages by online banner ads or one - time advertisements, so it is following the expected strong advertising effect. Fourth, because native ads works of famous writers are produced and displayed using a platform specific to a specific media, it is not easy to distinguish whether it is Recently, the importance of storytelling marketing is advertisement or not[13]. getting more and more important as consumers' purchasing Native ads are emotion based marketing communication factors move from product center to center of emotion. concept in new marketing communication era. Many experts on native ads effectiveness suggest that "Native ads should provide quality content with information and fun" [14]. Native ads also argues that it is important not to convey Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering & Sciences Publication DOI:10.35940/ijrte.B1008.0782S619 38 Storytelling marketing is a marketing method that actively science has been increasing in the production of commercial informs consumers about the story of a product. It tells stories contents. In the course of such an integrated collaboration, for that are hidden in the product that the public does not know creating successful commercial content, it is recommended about rather than informing the product itself, thereby making for marketers and advertising representatives to present only a the memory of the brand clearer. It refers to the emotional rough concept and direction, and ensure that creative freedom marketing activities that induce the sympathy of the brand. In is provided for partners to demonstrate their creativity. other words, storytelling marketing is subjective and Therefore, in order to increase the effectiveness of emotional communication that brings about immersion and commercial contents in the advertising and public relations fun by presenting the meaning and personal story contained in industry, it is necessary to cooperate with experts in various the product, not introducing the product itself. By introducing fields in a longer-term perspective. stories into marketing activities, it is not merely buying things, Second direction for effective application of emotion to but is emotion-oriented marketing activities that let people marketing communication is creativity. Like advertising, the enjoy the stories contained in them. creativity is important in the use of emotion in marketing Storytelling is widely used as a technique to transmit communication. Lately, media creative is standing out in new messages by utilizing the power of narrative structure. The marketing communication environment. In other words, using storytelling method, which is mainly applied in the field of new method and new media in emotion based marketing cultural contents, is being actively applied in various fields in communication is important for the success of emotion based recent years. Recently, storytelling has been used as a marketing communication. It requires drastic challenges to marketing tool in various fields such as advertising, game, change, and it needs to openly accept creative work beyond local marketing, and tourism product development. the existing framework. It is necessary to boldly break away Storytelling has been recognized as being far from the from the past way of allocating the budget and distributing the management and marketing in the past because it has an contents. Also, if the direction is right, ensuring maximum emotional and fanciful character. However, as the importance autonomy for the collaboration partner will be an effective of emotion is recognized recently, it is being used for approach. It is important to differentiate the way to deliver persuasion of customers. It is also used as a communication emotional contents to consumers. It has become important to device to share value. deliver creative emotional contents that can satisfy an As the power of various online media has increased, individual's emotional desires beyond the consumer's storytelling marketing has widened its scope. In particular, cognitive desires. It can be seen that consumers' responses to interactive media, such as the Internet, have had a huge emotional contents vary depending on the way of delivering impact on expanding the storytelling marketing[20]., and emotional contents of a similar theme. storytelling marketing is widely used as a technique to The third application direction of emotion to marketing transmit messages by utilizing the power of narrative communication is long term perspective. The goal of structure. The storytelling method, which is mainly applied in emotional marketing or emotional communication is not short the field of cultural contents, is being actively applied in term sales increase. They should be viewed as a variety of various fields in recent years. Recently, storytelling has been efforts to engage with consumers rather than immediate used as a marketing tool in various fields such as advertising, results or effects. This implies that much time and effort must game, local marketing, and tourism product development. be invested. Emotional marketing and emotional Storytelling has been recognized as being far from the communication are not just one-off sales, but ultimately they management and marketing in the past because it has an should maintain long-term relationships with individual emotional and fanciful character. However, as the importance customers. In other words, management recognizes that it is a of emotion is recognized recently, it is being used for process of understanding and gaining a customer, not a persuasion of customers. It is also used as a communication one-time event, and management should be willing to invest a device to share value. long term in loyalty. It should be helpful to mutual benefit, and reliability must be based on to maintain a lasting IV. APPLICATION DIRECTION OF EMOTION TO relationship. Also, relationships based on trust will contribute MARKETING COMMUNICATION IN THE FUTURE to the development of long-term relationships. The relationship between a company and a customer should be a In new marketing communication era, the application of continuous partnership as a customer relationship emotion to marketing communication will increase. What is management that transcends the relationship between important is the direction of application of emotion to production and consumption. marketing communication. In this chapter important The forth application direction of emotion to marketing directions of application will be discussed. First direction is communication is relevance with brand. Relevance with collaboration. For effective application of emotion to brand is very important factor for the success of new marketing communication, the collaboration with other field marketing communication media including CSR, ICT-based is necessary. As typical emotion based marketing advertising beside emotional marketing or emotional communication concept are contents marketing, native ads, communication. and storytelling marketing, collaboration with culture, art, sports, etc. is very important for the success of effective application of emotion to marketing communication. In recent years, collaboration with new areas such as fashion, film and Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering DOI:10.35940/ijrte.B1008.0782S619 39 & Sciences Publication International Journal of Recent Technology and Engineering (IJRTE) ISSN: 2277-3878, Volume-8 Issue-2S6, July 2019 Even though emotional marketing or emotional Today, companies cannot help but find out what is an communication is fun, touching, and creative, if it has no excellent means in a super-competitive situation where it is relation with brand, desired goal cannot be accomplished. In difficult to maintain customers with only goods and services. the floods of many brands, brands are born for customers. It is It can be the use of emotion in marketing and brand activities. the emotional sharing of the brand that continues to maintain This is a way of attracting consumers to the dimension of intimacy with consumers. Emotional sharing is a futuristic emotion and sensation, that is, the way in which the brand is approach to consumers imagination, sensory experience and born for the people and for the customers and steadily forms a change, and is a means of attracting consumers. That is, the more intimate and lasting relationship with them. starting point of all emotional contents is the brand. Even Emotion based marketing communication concepts in new now, many practitioners simply create new contents that are marketing communication era are scrutinized. The growth of not suited to solving their problems by following the fashion contents marketing is a representative phenomenon that uses without a clear understanding of the situation of their brand. It emotion in new media marketing communication. Contents is important to recognize that there are no effective emotional marketing refers to the technology that creates brand-related contents without clear definition of a brand and marketing articles, photos, and images strategically to enable consumers problem. Emotional contents must be clear in purpose and to share when they need it. Native ads are emotion based information expertise is required according to purpose. marketing communication concept in new marketing Differentiation of emotional contents for competitiveness is communication era. Native ads are paid advertising that obviously important, but it is also important to design the consumers feel that a corporate communication message is in contents within an appropriate range that is relevant to the tune with the content of the page, matches the message design brand. Companies should plan contents with clear purpose well, and harmonizes with the nature of the platform. After the after considering various aspects such as the field of the information age, it is the opinion that providing dreams and brand, the value to be aimed at. Application direction of emotions to consumers will be the core of brand and company emotion to marketing communication in the future can be differentiation. So storytelling marketing is typical emotion summarized as seen in Table 3. based marketing communication concept. Storytelling marketing is a marketing method that actively informs Table III : Application Direction of Emotion to Marketing consumers about the story of a product. It tells stories that are Communication in the Future hidden in the product that the public does not know about rather than informing the product itself, thereby making the Direction Description memory of the brand clearer. Collaboration For effective application of emotion to marketing communication, the collaboration with other field is necessary This study proposed the application direction of emotion to Creativity Like advertising, the creativity is marketing communication in the future. First, for effective important in the application of emotion to application of emotion to marketing communication, the marketing communication collaboration with other field including culture, art, and sports, Long term Application of emotion in marketing etc. is necessary. Second, like advertising, the creativity is perspective communication should be viewed as a important in the application of emotion to marketing variety of efforts to engage with communication. In other words, using new method and new consumers in long term media in emotion based marketing communication is Relevance with Even though emotional marketing or important for the success of emotion based marketing brand emotional communication is fun, communication. Third, application of emotion in marketing touching, and creative, if it has no relation communication should be viewed as a variety of efforts to with brand, desired goal cannot be engage with consumers in long term. The forth application accomplished direction of emotion to marketing communication is relevance with brand. Even though emotional marketing or V. RESULTS emotional communication is fun, touching, and creative, if it This study examined the use of emotion in the recent new has no relation with brand, desired goal cannot be marketing communication era. This study first examined the accomplished. concept of emotion, and the meaning of emotion in marketing and brand. In marketing communication, the use of emotion is meaningful in creating good feelings, leading consumers to VI. CONCLUSION unconscious responses, and linking them to sales growth by embodying stimulation which match with consumer's emotion This study examined the use of emotion in the recent new in the form of a five senses. The application of emotion in marketing communication era. This study first examined the marketing communication can increase the appeal of the concept of emotion, and the meaning of emotion in marketing message by naturally bringing spontaneous emotional and brand. Emotion is a personal and subjective feeling that is response of the customer, and it will be used actively for the instantly and automatically experienced when perceiving an future because it has the advantage of long lasting effect, object, or when in a particular environment. Emotion is ambiguous feeling which is inherently complex and comprehensive, and has personal and dynamic characteristics. Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering & Sciences Publication DOI:10.35940/ijrte.B1008.0782S619 40 20. M. H. Lee and J. M. Lee, “Online Storytelling Marketing” Business and it is likely to become a key dimension of competitive Management Research, vol. 4, no. 2, 77-103, 2011. advantage. In the situation where it is difficult to differentiate brand from others by quality of products, and where the effect AUTHORS PROFILE of traditional marketing communication is not same as before, marketing communication using emotion will become a major Min-Wook Choi is currently working as Associate means of brand differentiation, and it will become more Professor with Namseoul University, Cheonan, South important in marketing and corporate communication. Korea. He has completed Ph.D from Hanyang University, Seoul, South Korea. He has received 2018 Albert Nelson Marquis Lifetime Achievement Award. He had worked as ACKNOWLEDGMENT an Account Manager in companies including Oricom (1989 – 2002). Funding for this paper was provided by Namseoul University. REFERENCES 1. Y. H. Bae, “The case study on the emotional marketing of enterprise : Focused on broadcasting advertising,” Korean Review of Corporation Management, vol. 3, no. 1, 2013, pp. 25–41. 2. S. U. Nam and B. R. Park, “A study on the strategy of content marketing using YouTube,” Design Convergence Study, vol. 16, no. 2, 2017, pp. 63–81. 3. S. G. Moon, “A study on the emotional approach as brand communication,” Journal of Korea Design Forum, vol. 23, 2009, pp. 57–66. 4. J. Pulizzi, “The rise of storytelling as the new marketing” Publishing Research Quarterly, vol. 28, no. 2. 2012, pp. 116–123. 5. Curata, 2014 Content marketing tactics planner: Creation, curation & syndication, 2014. 6. IAB, Content marketing primer, 2013a. 7. B. Clay, M. “Newlands, Content marketing strategies for professionals: How to use content marketing, communicate with impact, generate sales, and get found by search engines.,” North Charleston, CreateSpace Independent Publishing Platform, 2014. 8. B. W. Wojdynski and N. J. Evans, “Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising,” Journal of Advertising, vol. 45, no. 2, 2016, pp157-168. http://dx.doi.org/10.1080/00913367.2015.1115380 9. G. Y. Lee and J. H. Jung, “A study on the types of communication design in digital native advertising,” Journal of Brand Design Association of Korea, vol. 15, no. 2, 2017, pp31-42. http://doi.org/10.18852/bdak.2017.15.2.31 10. J. Son and I. Kang, “The Effect of Native Advertising Credibility on Social Media Advertising Effectiveness,” The e-Business Studies, vol. 18, no. 3, 2017, pp21-37. http://doi.org/10.20462/TeBS.2017.06.18.3.21 11. IAB, The native advertising playbook, 2013b. 12. IPG Media Lab & Sharethrough, Exploring the Effectiveness of Native Ads. 2013. http://www.iab.net/media/file/Sharethrough-IPG-Infograpic-11x17-CM YK_nobleeds.pdf 13. Y. S. Kim and H. M. Choi, “Consumer-brand relationship quality formation of potential consumers for an automotive brand: Effectiveness of native advertising,” Journal of the Korea Contents Association, vol. 17, no. 2, 2017, pp656-677. . http://doi.org/10.5392/JKCA.2017.17.02.656 14. IPG Media Lab, Exploring the Effectiveness of Branded Content, 2013. https://www.ipglab.com/wp-content/uploads/2013/10/Effectiveness-of- Bra 15. R, Lieb, J. Szymanski, and S. Etlinger, Defining and mapping the native advertising landscape, 2013. https://www.americanpressinstitute.org/wp-content/uploads/2013/10/re port-defining-mapping-native-advertising-landscape-rebecca-lieb.pdf. 16. D. G. Taylor, J. E. Levin, and D, Strutton “Friends, fans, and followers: Do ads work on social networks? How gender and age shape receptivity,” Journal of Advertising Research, vol. 51, no. 1, 2011, pp258-275. http://dx.doi.org/10.2501/JAR-51-1-258-275 17. J. Berger and K. L. Milkman, “What makes online content viral?,” Journal of Marketing Research, vol. 49, no. 2, 2012, pp192-205. http://dx.doi.org/10.1509/jmr.10.0353 18. S. An, H. Lee, and H, Park, “Impacts of Emotional Appeals by Social Media Native Ads: Psychological Arousal and Advertising Effects,” Journal of Broadcasting and Telecommunications Research, vol. 95, 2011, pp112-145. 19. S. Kim, “A Study on the usefulness of storytelling marketing in brand space” Journal of Korea Design Forum, vol. 23, 57-66, 2009. Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering DOI:10.35940/ijrte.B1008.0782S619 41 & Sciences Publication http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Special Issue Unpaywall

Meaning and Future of Emotion-based Marketing Communication in New Marketing Era

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Abstract

International Journal of Recent Technology and Engineering (IJRTE) ISSN: 2277-3878, Volume-8 Issue-2S6, July 2019 Meaning and Future of Emotion-based Marketing Communication in New Marketing Era Min-Wook Choi  Though it has become an old word, it is increasingly Abstract: The objective of this study is to scrutinize the meaning difficult to differentiate itself from competitors in terms of the and future of emotion based marketing communication in new physical characteristics of products in today's marketing marketing era. First, this study examined the concept and relation situations. In addition, the objective image alone is not of marketing, brand and emotion. Then, extracted emotion related enough to capture consumers' hearts in fierce competition. It marketing concept in new marketing era. And it proposed is time to emphasize appealing to the human emotion beyond application direction of emotion to marketing communication in the future. In new marketing era, the application of emotion to reason. Especially, the significance of emotion increases in marketing communication will increase. What is important is the new media marketing communication where the importance direction of application of emotion to marketing communication. of social media increases. Social media is a suitable platform The important directions of application are as below. First for expressing the identity of an individual or expressing the direction is collaboration. For effective application of emotion to value of an individual through the ownership and sharing of marketing communication, the collaboration with other field is necessary. Second direction for effective application of emotion to the brand. When marketing communication is conducted, marketing communication is creativity. Like advertising, the companies can stimulate emotional parts of human beings creativity is important in the use of emotion in marketing through social media, thereby inducing active participation of communication. The third application direction of emotion to consumers. marketing communication is long term perspective. The goal of In this context, this study intends to examine the use of emotional marketing or emotional communication is not short emotion in the recent new marketing communication era. term sales increase. They should be viewed as a variety of efforts to engage with consumers rather than immediate results or effects. Specifically, this study will first examine the concept of The forth application direction of emotion to marketing emotion, and the meaning of emotion in marketing and brand. communication is relevance with brand. Even though emotional Then, this study will look at concepts in which emotion is marketing or emotional communication is fun, touching, and important in new marketing communication, and think about creative, if it has no relation with brand, desired goal cannot be direction of application of emotion in new marketing accomplished. In the situation where it is difficult to differentiate brand from others by quality of products, marketing communication in the future. communication using emotion will become a major means of brand differentiation. II. MARKETING, BRAMD AND EMOTION Emotion is a personal and subjective feeling that is Keywords : Contents marketing, Emotion, New marketing communication, Storytelling marketing instantly and automatically experienced when perceiving an object, or when in a particular environment. Emotion is I. INTRODUCTION ambiguous feeling which is inherently complex and comprehensive, and has personal and dynamic characteristics. Recently, the use of emotion is increasing in various In addition to personal circumstances, social and cultural factors play an important role in influencing individual fields of marketing communication. What is unusual is that emotion. the importance and use of emotion is increasing in the new Today, the importance of emotions throughout marketing is marketing environment based on digital technology. This can increasing day by day. By looking at the difference between be predicted as technology develops and people depend on traditional marketing and emotional marketing, we can the machine, people find and put emphasis on the emotions of understand the meaning and growth background of emotion in the human nature. The main point of brand differentiation in marketing. First, it is a change from passive consumers to the past was difference of the physical property of the product. active consumers. The digital environment has strengthened But the main point of brand differentiation today is the the voice of consumers. Consumers demand products emotional solidarity that consumers perceive about the brand. according to their needs and invest in companies that match This emotional solidarity is the basis for establishing and them. Second, it is a change from product to experience. At maintaining a long-term relationship with the brand. discount stores and department stores, customers often see many stories about one product. The customer now wants to Revised Manuscript Received on July 22, 2019. buy stories that are in the product, rather than buying them, * Correspondence Author and to share their memories. Min-Wook Choi*, Department of Advertising & Public Relations, Namseoul University, Cheonan, South Korea. Email: [email protected] Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering & Sciences Publication DOI:10.35940/ijrte.B1008.0782S619 36 Third, it is a change from function to feeling. Quality distributing stories, but these obstacles have been broken leveling among products and intensifying competition make down[4]. In terms of acceptance of contents, past consumers customers feel no difference in quality or performance trusted only the contents of influential media, but in the age of anymore. Even though customers tend to pay attention to the social media, various stories are read and accepted through quality of products, but they tend to be more influenced by the various media channels. Contents marketing is the process of experience and design of the product. Fourth, communication developing and implementing valuable and relevant contents has changed. Customers no longer want one-way messages or to customers in order to attract customers and generate action information, and they want to have a constant conversation to [5,6]. To make things easier, contents marketing is about express themselves. It is evolving from one-way media to achieving business goals by strategically creating and sharing interactive media, for example, the influence of SNS is contents [7]. growing. Fifth, products that consumers do not want are not Recently, major domestic and foreign companies have been sold. Customer relationship management (CRM) can be paying attention to contents marketing with effective developed constantly through relationship with customers, marketing techniques due to rapid change of contents and continuous purchasing can be created. Consumers are less consumption environment. Major companies are taking the inclined to buy product just looking at one aspect of the lead in the propagation of contents marketing to achieve product and they are demanding more. As such, it is difficult desired results by utilizing the influence of new media such as for companies to meet customer's needs with brands alone, so mobile and various platforms, away from traditional media they need to approach customers' needs by stimulating oriented advertising methods such as TV and newspapers. additional customers' emotions[1]. The most important advantage of content marketing is that Today, companies cannot help but find out what is an it is interested in the content that customers are exposed to. excellent means in a super-competitive situation where it is Traditional advertising has a tendency to have rational aspect difficult to maintain customers with only goods and services. of providing information about products, but contents It can be the use of emotion in marketing and brand activities. marketing aims to achieve desired marketing communication This is a way of attracting consumers to the dimension of goals by providing emotional contents that consumers are emotion and sensation, that is, the way in which the brand is interested in. In other words, by providing interesting or born for the people and for the customers and steadily forms a touching contents, consumers are stimulated emotionally and more intimate and lasting relationship with them[2]. This will actively contact and spread the contents. Major domestic and determine the ultimate choice of consumers and the price to overseas companies are likely to engage in contents marketing pay. Emotional branding is a dynamic manifestation of for various purposes as the role of contents grows in the imagination, sensory experience, and future-oriented context of new media marketing communication. In other approach to change. That is, emotional branding provides words, through contents marketing, they will endeavor to means and methods for connecting consumers and goods in an maintain and build relationships with customers externally, emotional and profound way. In other words, it focuses on the and to contribute to enhancing corporate image and most powerful character of man who wants to experience profitability internally. emotional fullness beyond material satisfaction. B. Native ads Native ads are kind of more active brand journalism that III. EMOTION RELATED MARKETING CONCEPT pays for advertising execution. Native ads are paid IN MEW MARKETING ERA advertising that consumers feel that a corporate communication message is in tune with the content of the A. Contents Marketing page, matches the message design well, and harmonizes with The growth of contents marketing is a representative the nature of the platform. In other words, it is a corporate phenomenon that uses emotion in new media marketing communication message that keeps continuity and similarity communication. Contents marketing refers to the technology with article in three aspects of platform function, design and that creates brand-related articles, photos, and images layout harmony, and contents characteristics[8,9]. The major strategically to enable consumers to share when they need it. characteristics of such a native ads are shown in Table 1. In other words, it can be defined as' an activity that induces Table 1 : Major Characteristics of Native Ads consumers' interest and behavior change to a brand, product Characteristics Description or service using various types of contents'. In contemporary Non interruptive Act as part of the user society, contents are recognized as a key product that can experience provided by the generate profit by means of connecting social communication media or by itself. Today's marketing focuses on value-oriented In stream and Not forming a sense of content that allows consumers to engage in brand activities contextual difference with surrounding and find value, rather than just selling products or services. contents Contents marketing has proven to be a key role in brand Preserves trust Mark explicitly that it is an strategy as a way to attract consumers' continued interest, advertising content loyalty and engagement in their brands[3]. Maintains brand Include content that can Contents marketing is becoming a new weapon of integrity increase corporate and brand marketing in the age of social media. Traditionally, content value marketing has been hampered by contents acceptance of consumer, talent of contents creation, and technology for Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering DOI:10.35940/ijrte.B1008.0782S619 37 & Sciences Publication International Journal of Recent Technology and Engineering (IJRTE) ISSN: 2277-3878, Volume-8 Issue-2S6, July 2019 information about goods or services but to draw emotional Adds value Contains content that can add value to the media for engagement and empathy through storytelling[15]. consumers by providing Specifically, research has shown that attitudes toward social useful information media advertising are four times higher when content is and fun emotional and entertainment than informativeness[16]. On this line, Berger & Milkman[17] found that the spread of Internet-based new media advertising growth has resulted emotional content that stimulates emotions is much greater in diversification of commercial advertising platforms, which than neutral content in online. In sum, the effect of native ads has diversified the forms and processes of advertising. will be highly dependent on emotional commitment and Existing banner ads or pop-up ads are exposed in separate ad empathy. In particular, given the social media environment in positions separated from the articles, but native ads are mixed which consumers are more active, emotional message element with the articles in the form of contents similar to ordinary that stimulates immersion and reaction is the central articles, It is the biggest feature of native ads. This allows determinant of native ads effectiveness. consumers to perceive native ads as a part of their media An, Lee, & Park[18] examined impacts of emotional usage that is not irresistible. Therefore, it is characteristic that appeals by social media native ads, focusing on advertorial native ads are optimized for the composition of a certain web style sponsor contents among the various types of native ads. site and actively acts as a part of the content that users use on Results showed that subjects exposed to emotional native ads the web site, unlike traditional advertising which unilaterally revealed more positive attitudes in terms of attitudes toward transmits a message[10]. the advertised products, attitudes toward brands, purchase Native ads are commercial message similar to the general intention toward the advertised products, purchase intention content provided by online advertising platforms[11]. toward advertised brands, compared to those exposed to Existing online ads such as banner ads and video ads were neutral native ads. assigned to some space on the web site, but native ads are C. Storytelling Marketing another content designed according to the external features of Though it has become trite, it is increasingly difficult to the site. These special features can positively contribute to differentiate itself from competitors in terms of the physical lowering the ad avoidance rate. According to the survey[12], characteristics of products in today's marketing situations. In the rate of escaping native ads compared to banner ads was addition, the objective image alone is not enough to capture 52% lower. consumers' hearts in fierce competition. Now, companies and The concept of native ads, also called sponsored content, is brands should make efforts to engrave love mark on due to the convergence of advertising concepts and social consumer's heart. It is time to emphasize appealing to the media environments. The ad that appeared with increasing human emotion beyond reason. In this context, storytelling concern about the decrease of advertising effect by the marketing is a representative concept showing the importance viewer's awareness that it is watching paying contents was of emotion in the new marketing communication era. launched for the first time in 2012 by Facebook. Native ads Companies are using storytelling marketing to communicate has now been applied in a variety of ways through various effectively with consumers. They try to transmit persuasive media. Typical examples are news articles on news websites stories by talking about facts, modifying stories or creating such as the New York Times and Huffington Post, and they new stories[19]. In storytelling marketing, the type of are inserted in the form of articles and in the form of feeds and storytelling can be divided into five types as seen in Table 2. messages on various social media channels such as BuzzFeed, Table II : Types of Composition by Storytelling Gawker, Facebook, Twitter, Youtube, It is also possible to Types Contents use these various channels in combination. History storytelling A story in the history of a According to the studies related to native ads, the features company or founder of native ads are described in common as follows. First, there Behind storytelling Hidden story about product is an advantage that native ads can reduce the consumers' production process or service inconvenience to advertisements due to natural exposure, process compared to traditional advertisements that clearly show Experience storytelling A story about a product commercial motives in advertising messages. Second, native experience ads shares social media platform, so it can be reproduced by Dreamketing storytelling Marketing to sell dreams to many consumers, and excellent word-of-mouth effect can be people expected. Third, Native ads is more popular than existing Parody storytelling Transmitting messages by online banner ads or one - time advertisements, so it is following the expected strong advertising effect. Fourth, because native ads works of famous writers are produced and displayed using a platform specific to a specific media, it is not easy to distinguish whether it is Recently, the importance of storytelling marketing is advertisement or not[13]. getting more and more important as consumers' purchasing Native ads are emotion based marketing communication factors move from product center to center of emotion. concept in new marketing communication era. Many experts on native ads effectiveness suggest that "Native ads should provide quality content with information and fun" [14]. Native ads also argues that it is important not to convey Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering & Sciences Publication DOI:10.35940/ijrte.B1008.0782S619 38 Storytelling marketing is a marketing method that actively science has been increasing in the production of commercial informs consumers about the story of a product. It tells stories contents. In the course of such an integrated collaboration, for that are hidden in the product that the public does not know creating successful commercial content, it is recommended about rather than informing the product itself, thereby making for marketers and advertising representatives to present only a the memory of the brand clearer. It refers to the emotional rough concept and direction, and ensure that creative freedom marketing activities that induce the sympathy of the brand. In is provided for partners to demonstrate their creativity. other words, storytelling marketing is subjective and Therefore, in order to increase the effectiveness of emotional communication that brings about immersion and commercial contents in the advertising and public relations fun by presenting the meaning and personal story contained in industry, it is necessary to cooperate with experts in various the product, not introducing the product itself. By introducing fields in a longer-term perspective. stories into marketing activities, it is not merely buying things, Second direction for effective application of emotion to but is emotion-oriented marketing activities that let people marketing communication is creativity. Like advertising, the enjoy the stories contained in them. creativity is important in the use of emotion in marketing Storytelling is widely used as a technique to transmit communication. Lately, media creative is standing out in new messages by utilizing the power of narrative structure. The marketing communication environment. In other words, using storytelling method, which is mainly applied in the field of new method and new media in emotion based marketing cultural contents, is being actively applied in various fields in communication is important for the success of emotion based recent years. Recently, storytelling has been used as a marketing communication. It requires drastic challenges to marketing tool in various fields such as advertising, game, change, and it needs to openly accept creative work beyond local marketing, and tourism product development. the existing framework. It is necessary to boldly break away Storytelling has been recognized as being far from the from the past way of allocating the budget and distributing the management and marketing in the past because it has an contents. Also, if the direction is right, ensuring maximum emotional and fanciful character. However, as the importance autonomy for the collaboration partner will be an effective of emotion is recognized recently, it is being used for approach. It is important to differentiate the way to deliver persuasion of customers. It is also used as a communication emotional contents to consumers. It has become important to device to share value. deliver creative emotional contents that can satisfy an As the power of various online media has increased, individual's emotional desires beyond the consumer's storytelling marketing has widened its scope. In particular, cognitive desires. It can be seen that consumers' responses to interactive media, such as the Internet, have had a huge emotional contents vary depending on the way of delivering impact on expanding the storytelling marketing[20]., and emotional contents of a similar theme. storytelling marketing is widely used as a technique to The third application direction of emotion to marketing transmit messages by utilizing the power of narrative communication is long term perspective. The goal of structure. The storytelling method, which is mainly applied in emotional marketing or emotional communication is not short the field of cultural contents, is being actively applied in term sales increase. They should be viewed as a variety of various fields in recent years. Recently, storytelling has been efforts to engage with consumers rather than immediate used as a marketing tool in various fields such as advertising, results or effects. This implies that much time and effort must game, local marketing, and tourism product development. be invested. Emotional marketing and emotional Storytelling has been recognized as being far from the communication are not just one-off sales, but ultimately they management and marketing in the past because it has an should maintain long-term relationships with individual emotional and fanciful character. However, as the importance customers. In other words, management recognizes that it is a of emotion is recognized recently, it is being used for process of understanding and gaining a customer, not a persuasion of customers. It is also used as a communication one-time event, and management should be willing to invest a device to share value. long term in loyalty. It should be helpful to mutual benefit, and reliability must be based on to maintain a lasting IV. APPLICATION DIRECTION OF EMOTION TO relationship. Also, relationships based on trust will contribute MARKETING COMMUNICATION IN THE FUTURE to the development of long-term relationships. The relationship between a company and a customer should be a In new marketing communication era, the application of continuous partnership as a customer relationship emotion to marketing communication will increase. What is management that transcends the relationship between important is the direction of application of emotion to production and consumption. marketing communication. In this chapter important The forth application direction of emotion to marketing directions of application will be discussed. First direction is communication is relevance with brand. Relevance with collaboration. For effective application of emotion to brand is very important factor for the success of new marketing communication, the collaboration with other field marketing communication media including CSR, ICT-based is necessary. As typical emotion based marketing advertising beside emotional marketing or emotional communication concept are contents marketing, native ads, communication. and storytelling marketing, collaboration with culture, art, sports, etc. is very important for the success of effective application of emotion to marketing communication. In recent years, collaboration with new areas such as fashion, film and Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering DOI:10.35940/ijrte.B1008.0782S619 39 & Sciences Publication International Journal of Recent Technology and Engineering (IJRTE) ISSN: 2277-3878, Volume-8 Issue-2S6, July 2019 Even though emotional marketing or emotional Today, companies cannot help but find out what is an communication is fun, touching, and creative, if it has no excellent means in a super-competitive situation where it is relation with brand, desired goal cannot be accomplished. In difficult to maintain customers with only goods and services. the floods of many brands, brands are born for customers. It is It can be the use of emotion in marketing and brand activities. the emotional sharing of the brand that continues to maintain This is a way of attracting consumers to the dimension of intimacy with consumers. Emotional sharing is a futuristic emotion and sensation, that is, the way in which the brand is approach to consumers imagination, sensory experience and born for the people and for the customers and steadily forms a change, and is a means of attracting consumers. That is, the more intimate and lasting relationship with them. starting point of all emotional contents is the brand. Even Emotion based marketing communication concepts in new now, many practitioners simply create new contents that are marketing communication era are scrutinized. The growth of not suited to solving their problems by following the fashion contents marketing is a representative phenomenon that uses without a clear understanding of the situation of their brand. It emotion in new media marketing communication. Contents is important to recognize that there are no effective emotional marketing refers to the technology that creates brand-related contents without clear definition of a brand and marketing articles, photos, and images strategically to enable consumers problem. Emotional contents must be clear in purpose and to share when they need it. Native ads are emotion based information expertise is required according to purpose. marketing communication concept in new marketing Differentiation of emotional contents for competitiveness is communication era. Native ads are paid advertising that obviously important, but it is also important to design the consumers feel that a corporate communication message is in contents within an appropriate range that is relevant to the tune with the content of the page, matches the message design brand. Companies should plan contents with clear purpose well, and harmonizes with the nature of the platform. After the after considering various aspects such as the field of the information age, it is the opinion that providing dreams and brand, the value to be aimed at. Application direction of emotions to consumers will be the core of brand and company emotion to marketing communication in the future can be differentiation. So storytelling marketing is typical emotion summarized as seen in Table 3. based marketing communication concept. Storytelling marketing is a marketing method that actively informs Table III : Application Direction of Emotion to Marketing consumers about the story of a product. It tells stories that are Communication in the Future hidden in the product that the public does not know about rather than informing the product itself, thereby making the Direction Description memory of the brand clearer. Collaboration For effective application of emotion to marketing communication, the collaboration with other field is necessary This study proposed the application direction of emotion to Creativity Like advertising, the creativity is marketing communication in the future. First, for effective important in the application of emotion to application of emotion to marketing communication, the marketing communication collaboration with other field including culture, art, and sports, Long term Application of emotion in marketing etc. is necessary. Second, like advertising, the creativity is perspective communication should be viewed as a important in the application of emotion to marketing variety of efforts to engage with communication. In other words, using new method and new consumers in long term media in emotion based marketing communication is Relevance with Even though emotional marketing or important for the success of emotion based marketing brand emotional communication is fun, communication. Third, application of emotion in marketing touching, and creative, if it has no relation communication should be viewed as a variety of efforts to with brand, desired goal cannot be engage with consumers in long term. The forth application accomplished direction of emotion to marketing communication is relevance with brand. Even though emotional marketing or V. RESULTS emotional communication is fun, touching, and creative, if it This study examined the use of emotion in the recent new has no relation with brand, desired goal cannot be marketing communication era. This study first examined the accomplished. concept of emotion, and the meaning of emotion in marketing and brand. In marketing communication, the use of emotion is meaningful in creating good feelings, leading consumers to VI. CONCLUSION unconscious responses, and linking them to sales growth by embodying stimulation which match with consumer's emotion This study examined the use of emotion in the recent new in the form of a five senses. The application of emotion in marketing communication era. This study first examined the marketing communication can increase the appeal of the concept of emotion, and the meaning of emotion in marketing message by naturally bringing spontaneous emotional and brand. Emotion is a personal and subjective feeling that is response of the customer, and it will be used actively for the instantly and automatically experienced when perceiving an future because it has the advantage of long lasting effect, object, or when in a particular environment. Emotion is ambiguous feeling which is inherently complex and comprehensive, and has personal and dynamic characteristics. Published By: Retrieval Number:B10080782S619/2019©BEIESP Blue Eyes Intelligence Engineering & Sciences Publication DOI:10.35940/ijrte.B1008.0782S619 40 20. M. H. Lee and J. M. Lee, “Online Storytelling Marketing” Business and it is likely to become a key dimension of competitive Management Research, vol. 4, no. 2, 77-103, 2011. advantage. In the situation where it is difficult to differentiate brand from others by quality of products, and where the effect AUTHORS PROFILE of traditional marketing communication is not same as before, marketing communication using emotion will become a major Min-Wook Choi is currently working as Associate means of brand differentiation, and it will become more Professor with Namseoul University, Cheonan, South important in marketing and corporate communication. Korea. He has completed Ph.D from Hanyang University, Seoul, South Korea. He has received 2018 Albert Nelson Marquis Lifetime Achievement Award. He had worked as ACKNOWLEDGMENT an Account Manager in companies including Oricom (1989 – 2002). Funding for this paper was provided by Namseoul University. REFERENCES 1. Y. H. Bae, “The case study on the emotional marketing of enterprise : Focused on broadcasting advertising,” Korean Review of Corporation Management, vol. 3, no. 1, 2013, pp. 25–41. 2. S. U. Nam and B. R. Park, “A study on the strategy of content marketing using YouTube,” Design Convergence Study, vol. 16, no. 2, 2017, pp. 63–81. 3. S. G. Moon, “A study on the emotional approach as brand communication,” Journal of Korea Design Forum, vol. 23, 2009, pp. 57–66. 4. J. Pulizzi, “The rise of storytelling as the new marketing” Publishing Research Quarterly, vol. 28, no. 2. 2012, pp. 116–123. 5. Curata, 2014 Content marketing tactics planner: Creation, curation & syndication, 2014. 6. IAB, Content marketing primer, 2013a. 7. B. 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