The role of emotional advertising strategies on music events' attendance

• Autor(a) principal: Ferreira, Marta Leão Gameiro
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27214
• topic: Emotional marketing; Emotional appeals; Advertising strategies; Music events; Emotional connection; Marketing emocional; Apelos emocionais; Estratégias publicitárias; Eventos de música; Conexão emocional

With the current growing competitiveness of the market, companies are being obligated to rearrange their marketing strategies to differentiate themselves, which resulted in a frequent capitalization of human emotions. This emerging marketing strategy, also called emotional marketing, appeared as a key to establishing a relationship between the consumer and the brand, consequently increasing companies’ success. Emotions are an inherent force of Human nature, which means that they play a decisive role in consumer decision-making. This dissertation examines the role of emotional advertising strategies and emotional appeals within the scope of music events’. The goal was to explore its effectiveness on music events attendance and investigate whether motives for their attendance differ based on advertising strategies that contain emotional appeals. The study began with a collection of relevant existing literature, followed by the development of a conceptual framework based on the S-O-R model, which made it possible to formulate the hypothesis that would guide the research that followed. Nextly, all data was collected through an online survey, in which it was possible to collect 260 responses. Results have shown that all variables significantly influenced music events’ attendance and were positively correlated with each other. Besides this, the main conclusions were that most consumers emotionally connected with their favorite music event. Furthermore, it was also possible to conclude and observe the effectiveness of emotional appeals in brand perception and positive WOM, even when not considering consumers’ favorite music event, as shown by the Coldplay case.