The Impact of Female Emotional Resonance on Digital Consumption

The Impact of female emotional resonance on digital consumption
女性情感共鸣对数字消费的影响
Background
As online shopping becomes more and more popular, marketing methods are gradually changing from simple product introduction and brand promotion to emotional cards to arouse the emotional resonance of buyers. This changes the traditional marketing method, and emotion, in digital consumption gradually important role.
My thesis topic is the Impact of female emotional resonance on digital consumption. To ask the reasons for my choice, first of all, I am very emotional, and emotion is crucial in social perception and decision-making. Rationality cannot affect how I feel about a brand or an idea, but sensibility can make me interested in a brand. Reason leads to the assumption, and emotion leads to action. Secondly, the reason why I choose to focus on the female perspective is that as a woman, I have noticed that women's power is gradually awakening, society is becoming more and more concerned about women's psychology and feelings, women's needs are being paid attention to, and more and more commercial advertisements are describing women's power.
Regarding marketing strategies of commodities and brands, women, as a powerful consumer group, will gradually develop and sell many products through empathy with women, thus enhancing the brand's competitive advantages. Just as my thesis research direction is the Impact of emotion on digital consumption, I decided to study the Impact of marketing strategies that can arouse women's emotional resonance on digital consumption. Through this study, I not only want to improve the market's understanding of the psychology of female customers to arouse good competition among brands and help researchers understand their choice of spirited brands, but I also hope to contribute to the environment of female consumption and improve some bad marketing methods that disparage female consumers as gimmicks to attract attention. We should correct the wrong idea that female emotional consumption is impulsive and support women to consume with "confident and independent" emotions. The research results will be two-way, which can positively affect both the market and consumers.
Literature Review
Typically, a brand is a logo, symbol, or name representing a customer's experience with a company's product or service. When a brand establishes an emotional connection with customers, it will enhance its competitive advantage and make its brand development more sustainable. Therefore, companies should ensure that brands communicate emotional messages to customers and promote products through marketing that creates emotional resonance, a culturally diverse, emotional, and customer-centric strategy.
Emotion plays a significant role in consumer behavior, and emotional branding can significantly impact digital consumption. Emotional branding can influence customers' decision-making processes, and brands that create emotional connections with consumers have a higher chance of building brand loyalty. The literature review also highlighted female consumers' importance and growing purchasing power.
In the past few decades, emotional branding has become essential for marketers to achieve emotional branding goals. This strategy has worked for many multinationals, such as Coca-Cola. This branding creates an emotional bond between the brand and the customer. One of the reasons consumers want to have a close relationship with a brand is that it is trustworthy and attractive. The exchange in the real economy is no longer just the mechanical mirror reaction of the individual economic actor to the economic stimulus (price, profit, income, inflation, etc.). However, more importantly, it fully embodies the actor's desire, needs, interests, and will for free exchange.
Research points out that individual behavior is driven by interests and influenced by "flexible preferences" and personality traits, values, beliefs, and other factors.
The literature review was conducted to understand the concept of emotional branding, the Impact of emotion on consumer behavior, and the current state of female consumption. Emotional branding is a marketing strategy that aims to create an emotional connection between customers a...