Harness the power of social emotion

Emotion is a dominant factor in driving consumers' relationships with brands. But while research has being trying to find the best way to 'capture' and measure emotions, the world and context around this measurement has changed beyond recognition as social forces have entered the ring.

Harness the power of social emotion

Vanella JacksonHall & Partners

Shared experiences create an emotional dynamic that can drive brand engagement. Researchers need to immerse themselves in social awareness streams over long periods of time to truly understand this behaviour.

Diana, Princess of Wales: the very public displays of grief after her death were an unprecedented outpouring of'social emotion'

It's fair to say that the marketing and brand and communications research worlds have been somewhat obsessed with 'emotion'. What is emotional engagement? How do we tap into emotional intelligence? What is the role of advertising in influencing emotions? Reason...

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