Sara Tabatabaei - Peoples’ Friendship University of Russia (RUDN University)

The emotions are important in decision-making and fuel our behavior; these emotions are used as a source of information when making judgments and influence evaluations of things like products and services as well as purchase decisions. Emotional marketing is about the emotions that the audience wants to experience. Emotional marketing is the identification of customer needs and interests in a profitable way that engages consumers with positive and unforgettable memories through live, two-way communication, brings the brand personality to the forefront of everyday life, and creates added value for target customers. Emotional marketing push people to take action and different emotions cause different behaviors in people. For example, a sense of joy and satisfaction, just like a sense of anger, motivates people to share content. Feelings of sadness lead to empathy, participation in humanitarian activities, and a desire to communicate. Feelings of fear and apprehension lead to the solution of that issue, and if this solution is the use of a brand's products, it will most likely be targeted. One of the most successful marketing methods is using the structure of social interactions, paying attention to emotions such as happiness, sadness, surprise, worry, anger and disgust and stimulating the positive emotions of the buyer to choose the products of a particular brand during an emotional decision. Because positive emotion stimulation usually has more influence on the customer's mind, which leads to more success in emotional marketing strategy. The fact that emotion is a powerful tool in marketing was already known. This research investigates how emotions get contagion and extends to perception of products.

Emotional Contagion, Emotional Marketing, Communication, Viral Marketing, Social media