A Study of The Effect of Emotional marketing on Consumers' Impulsive Purchase Intentions

Abstract

The study focuses on emotional marketing, exploring the mechanism of its influence on consumers' impulsive purchase intentions. Emotional marketing, as a marketing tool centred on consumers' emotional needs, has developed rapidly under the development of digital technology and social media. Through the S-O-R model (Stimulus-Organism-Response) and empirical analyses, combined with the cognitive bias of social individuals, we discuss how to strengthen consumers' willingness to buy in the consumption structure by evoking their emotional resonance in emotional marketing. The study shows that emotional marketing significantly enhances users’ willingness to make impulsive purchases and improves their probability of occurrence by strengthening consumers’ individual emotional experience and enhancing their sense of emotional acquisition and satisfaction. The study provides theoretical basis and practical suggestions for enterprises to develop more effective marketing strategies.