Pazarlamada yeni bir sayfa: Duygusal pazarlama faydaları, zorlukları ve stratejileri üzerine kavramsal bir çerçeve

Year 2024, Volume: 6 Issue: 10, 145 - 168, 01.04.2024

Yasemin Gedik

Abstract

Post modern toplumlarda pazarlama, toplumun yaşam tarzını ve tüketim kalıplarını dönüştüren, tüketicilerin satın alma kararlarından yönetim şekillerine kadar yaşamın her alanını etkileyen faaliyetlerdir. Günümüzde tüketici istek ve ihtiyaçları sürekli değişmektedir. Bu durum, işletmeleri, piyasada artan benzer ürün/hizmetler arasında, kendi markalarını farklılaştırmak ve tüketicilerin dikkatini çekebilmek için yeni yollar arayışına itmektedir. Duygular, karar vermeyi ve satın alma davranışlarını yönlendiren temel unsurlardır. Çağdaş pazarlama yöntemlerinden biri olan duygusal pazarlama, hedef kitle ile derin bir bağ oluşturmak için insan duygularına dokunmayı temel alan pazarlama çabalarıdır. Nihayetinde amaç, tüketicileri harekete veya markayla etkileşime geçmeye (hatırlayarak, satın alarak ya da paylaşarak) teşvik etmektir. Duygusal pazarlama işletmelere, satışları, müşteri sadakatini, müşteri memnuniyetini ve marka bilinirliğini arttırma gibi birçok avantaj sağlamaktadır. Bu çalışma, duygusal pazarlama kavramı hakkında teorik bir çerçeve oluşturmaya odaklanmaktadır. Ayrıca, çalışma, güncel istatistiklerle birlikte duygusal pazarlama stratejilerinden de bahsederek, pazarlama yöneticilerine ilgili kararları alırken yardımcı olmayı amaçlamaktadır.

Keywords

duygu, duygusal zeka, duygusal pazarlama, duygusal pazarlama stratejileri

A New Page in Marketing: Emotional Marketing A Conceptual Framework on Its Benefits, Challenges and Strategies

Abstract

In postmodern societies, marketing is an activity that transforms the lifestyle and consumption patterns of the society, and affects every aspect of life, from consumers' purchasing decisions to management styles. Today, consumer demands and needs are constantly changing. This situation pushes businesses to seek new ways to differentiate their brands and to attract the attention of consumers among the increasing number of similar products/services in the market. Emotions are the basic elements that guide decision making and purchasing behavior. Emotional marketing, one of the contemporary marketing methods, is marketing efforts based on touching human emotions to create a deep bond with the target audience. Ultimately, the goal is to encourage consumers to take action or engage with the brand (by remembering, buying, or sharing). Emotional marketing provides many advantages to businesses such as increasing sales, fostering customer loyalty, enhancing customer satisfaction and boosting brand awareness. This study focuses on creating a theoretical framework about the concept of emotional marketing. In addition, the study aims to help marketing managers in making relevant decisions by talking about emotional marketing strategies along with up-to-date statistics

Keywords

emotion, emotion intelligence, emotional marketing, emotional marketing strategies

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