Brands whispering emotions: 'The EmotionMeter' powered by artificial intelligence

Nihan Şahan Eren, Pelin Halaoğlu, Serkan Ceran and Ezgi Akpınar

Unilever, the consumer goods company, explored ways to cut through the social clutter in the competitive space by understanding the social mood of consumers in Turkey.

Introduction

Maya Angelou has once said in an interview, "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel" (1998), and this is the ultimate summary of our study. Things are happening around us all the time; we hear things, we see things, they come and go. What stays is the abstract residue we are left with: an excitement, a joy, some happiness, maybe some anger - simply an emotion.

In brand management perspective,emotions are critical as they are the essential elements of...

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