Abstract:
Nowadays, the consumption of social media has become the most
popular online activity that people are engaged in. Facebook, Instagram, Twitter and many
other apps play a big role in the lives of people around the world. Moreover, social media
platforms have become a marketing tool for businesses. It is mainly used for product
promotion, to inform customers about up-to-date sales or changes related to the product or
service. In other words, social networks are a great tool for interaction and communication
between the business and its customers. However, one of the main driven factors that
businesses benefit from social media platforms is based on the customer’s emotions.
Emotions are a broad concept of the mood, behavior or tone of customers. In the industry of
the new generation of social networks, where such persons as influencers are also a
phenomenon, consumers listen to their emotions and feelings, due to which there is a faster
decision-making process.
In the new generation industry of the social media platforms, where popular people
known as influencers are also a phenomenon. Therefore, the consumer decision-making
process is being speeded up due to being emotionally followed by the feelings of those
influencers.
The purpose of the thesis is to study the emotions of the clients on social
networks and to understand how consumer behavior depends on one’s emotions. To find out
how emotions affect customer behavior to avoid any negative consequences for the businesses
and get an effective return from the actions of the business. Customer emotions are explained
as their mood, that is, their attitude to viewing ads, buying a product and interacting with
businesses in any way that involves the decision-making process. Mainly, to study how
businesses affect people by using influencers and emotional ads as a marketing tool.
High-quality work has been done in order to find out the relationship
between consumer behavior and their emotions. This study uses a mixed-method: a
quantitative and a qualitative method in order to answer the research questions. The data were
collected by a questionnaire with both open and closed questions to study the impact of
marketing tools on consumer behavior. The interviewees were both male and female buyers
of different ages to ensure the accuracy of the research data.
