Browse > Article
http://dx.doi.org/10.13106/jidb.2022.vol13.no11.39

The Role of Visual Communication for Emotional Marketing Strategy  

HAN, Jung-Im (Department of Visual Communication Design, Wonkwang University)
Publication Information
The Journal of Industrial Distribution & Business / v.13, no.11, 2022 , pp. 39-46 More about this Journal
Abstract
Purpose: Visual communication is the act of using elements and components that can be seen. Some of the elements include images, illustrations, drawings, and videos. The purpose of this research is to check if there is the meaningful role of visual communication for emotional marketing plan. Research design, data and methodology: The present author firstly tried to obtain prior knowledge based on numerous previous literature through qualitative content method, investigating and searching related topic in 'Scopus' and 'Google Scholar' which is one of the most famous database. This methodology has already been proved the credibility and conformability by prior researchers. Results: The current study looks at four basic aspects that will assist in analyzing the findings and results from different peer-review articles. The section will cover social media, videos, podcasts, and ads. Conclusions: Several studies also affirmed that increased use of the internet and internet for marketing causes psychological issues among adolescents. Only adults should view some of the marketing ads, but if they pop into an adolescent browser, it may cause some harmful effects. Therefore, the study concluded that moderation of online visual adverts should be done to ensure only the targeted customers view the advert.
Keywords
Visual Communication; Emotional Marketing; Corporate Strategy; Qualitative Literature Analysis;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Tamuliene, V., Rasimaite, A., & Tuncikiene, Z. (2020). Integrated marketing communications as a tool for building strong retail chain brand loyalty: case of Lithuania. Innovative Marketing, 16(4), 37-47.
2 Nwokah, N. G., & Ahiauzu, A. I. (2009). Emotional intelligence and marketing effectiveness. Marketing Intelligence & Planning, 27(7), 864-881.   DOI
3 Wang, R., & Chan-Olmsted, S. (2020). Content marketing strategy of branded YouTube channels. Journal of Media Business Studies, 17(3-4), 294-316.   DOI
4 Wayne, M. L. (2018). Netflix, Amazon, and branded television content in subscription video on-demand portals. Media, culture & society, 40(5), 725-741.   DOI
5 Woo, E. J., & Kang, E. (2021). The effect of environmental factors on customer's environmental protection pattern: An empirical text analysis in the literature. International Journal of Environmental Sciences, 7(1), 1-15.
6 Straubhaar, J., LaRose, R., & Davenport, L. (2015). Media now: Understanding media, culture, and technology. Cengage Learning.
7 Lazovic, S. (2012, June). The role and importance of emotional intelligence in knowledge management. In Management, Knowledge and Learning International Conference (pp. 20-22).
8 Smart, B. (2007). Not playing around: global capitalism, modern sport and consumer culture. Global networks, 7(2), 113-134.   DOI
9 Quevedo, F. J., & Gopalakrishna, P. (2021). Rationality Is Overrated: Brand Choice Is Largely Intuitive. Rutgers Business Review, 6(3), 312-332.
10 Jogi, M. S., & Vashisth, K. K. Effect of Online Advertisement on Consumer Buying Behaviour-A Review. Emerging Trends in Management Sciences, 280-289.
11 Consoli, D. (2010). A new concept of marketing: The emotional marketing. BRAND. Broad Research in Accounting, Negotiation, and Distribution, 1(1), 52-59.
12 Dewhirst, T., & Davis, B. (2005). Brand strategy and integrated marketing communication (IMC): A case study of Player's cigarette brand marketing. Journal of Advertising, 34(4), 81-92.   DOI
13 Kim, J. H., & Kang, E. (2022). The Role of Wearable Devices for the Success of the Healthcare Business: Verification from PRISMA Approach. Journal of Economics Marketing, and Management, 10(4), 13-24.   DOI
14 Ali, A. A. H., Nazarov, A. D., & Kondratenko, I. S. (2020, May). The Role of Advertising in the Organization of Digital Marketing Concept. In 2nd International Scientific and Practical Conference "Modern Management Trends and the Digital Economy: from Regional Development to Global Economic Growth"(MTDE 2020) (pp. 31-41). Atlantis Press.
15 Berg, F. S. A. (2021). Independent podcasts on the Apple Podcast platform in the streaming era. MedieKultur: Journal of media and communication research, 37(70), 110-130.   DOI
16 Bozkurt, A., Jung, I., Xiao, J., Vladimirschi, V., Schuwer, R., Egorov, G., & Paskevicius, M. (2020). A global outlook to the interruption of education due to COVID-19 pandemic: Navigating in a time of uncertainty and crisis. Asian Journal of Distance Education, 15(1), 1-126.
17 Bridson, K., & Evans, J. (2004). The secret to a fashion advantage is brand orientation. International Journal of Retail & Distribution Management, 32(8), 403-411.   DOI
18 Costa-Sanchez, C. (2017). Online Video Marketing Strategies. Typology by Business Sector. Communication & Society, 30(1), 17-38.   DOI
19 De Felice, M., Cerqueira, E., Melo, A., Gerla, M., Cuomo, F., & Baiocchi, A. (2015). A distributed beaconless routing protocol for real-time video dissemination in multimedia VANETs. Computer communications, 58(March), 40-52.   DOI
20 Costa-Sanchez, C. (2017). Online Video Marketing Strategies. Typology by Business Sector. Communication & Society, 30(1), 17-38.   DOI
21 Jorfi, H., Jorfi, S., Fauzy, H., Yaccob, B., & Nor, K. M. (2014). The impact of emotional intelligence on communication effectiveness: Focus on strategic alignment. African Journal of Marketing Management, 6(6), 82-87.   DOI
22 Kalia, G., & Mishra, D. A. (2016). Effects of online Advertising on Consumers. IOSR Journal of Humanities and Social Science, 21(9), 35-41.   DOI
23 Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325-333.   DOI
24 Nguyen, L. T., Nantharath, P., & Kang, E. (2022). The Sustainable Care Model for an Ageing Population in Vietnam: Evidence from a Systematic Review. Sustainability, 14(5), 2518.   DOI
25 Kim, S. G. (2020). The marketing model applying the concepts of educational psychology in the private educational service sector. Journal of Distribution Science, 18(11), 15-22.   DOI
26 Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.   DOI
27 Andiani, A. P., Rizani, D. Q., Khoirunnisa, R., & Khairunnisak, K. (2020). The Important Role of Emotional Intelligence to Face Competitive Business. IPTEK Journal of Proceedings Series, (1), 58-64.
28 Ajayi, O. A., & Mmutle, T. (2020). Corporate reputation throughstrategic communication ofcorporate social responsibility. Corporate Communications An International Journal, 26(5), 1-15.   DOI
29 Khuong, M. N., & Tram, V. N. B. (2015). The effects of emotional marketing on consumer product perception, brand awareness and purchase decision-A study in ho chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524-530.   DOI
30 Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), 241-251.   DOI
31 Kujur, F., & Singh, S. (2020). Visual communication and consumer-brand relationship on social networking sites-uses & gratifications theory perspective. Journal of theoretical and applied electronic commerce research, 15(1), 30-47.
32 Lapierre, M. A., Fleming-Milici, F., Rozendaal, E., McAlister, A. R., & Castonguay, J. (2017). The effect of advertising on children and adolescents. Pediatrics, 140(Supplement_2), S152-S156.   DOI
33 Lee, J. H. (2021). Effect of sports psychology on enhancing consumer purchase intention for retailers of sports shops: Literature content analysis. Journal of Distribution Science, 19(4), 5-13.   DOI
34 Lin, I. Y. (2016). Effects of visual servicescape aesthetics comprehension and appreciation on consumer experience. Journal of Services Marketing, 30(7), 692-712.   DOI
35 Manic, M. (2015). Marketing engagement through visual content. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 89-94.
36 Rytel, T. (2010). Emotional marketing concept: The new marketing shift in the postmodern era. Business: Theory and practice, 11(1), 30-38.   DOI
37 Nantharath, P., Kang, E. G., & Hwang, H. J. (2016). Investment analysis in the hydroelectric power sector of the Lao People's Democratic Republic (Lao PDR). Journal of Distribution Science, 14(8), 5-8.   DOI
38 Packer, J., Russell, S. J., McLaren, K., Siovolgyi, G., Stansfield, C., Viner, R. M., & Croker, H. (2022). The impact on dietary outcomes of licensed and brand equity characters in marketing unhealthy foods to children: A systematic review and meta-analysis. Obesity Reviews, e13443.
39 Pomeranz, J. L. (2013). A comprehensive strategy to overhaul FDA authority for misleading food labels. American Journal of Law & Medicine, 39(4), 617-647.   DOI
40 Roslan, N. W., Roslan, N. M., Roslan, S. N. A., & Abd Rahim, N. (2021). Consumer's Presupposition on Explicit and Implicit Information in Malaysian Milk Formula Television Advertisement. International Journal of Academic Research in Business and Social Sciences, 11(3), 97-110.
41 Sankar, D., & Zakkariya, K. A. (2016). Pre Owned Car Market in Kerala: A Model Linking Attitudes, Product and Dealer related Factors to Post Purchase Behaviour (Doctoral dissertation, Cochin University of Science and Technology).
42 Saumendra, D. (2018). Television Advertising Effectiveness: A Cognitive Recall Mechanism. Pacific Business Review International, 10(8), 15-20.
43 Tajudin, P. N. M., Rahim, N. A. A., Idris, K., & Arshad, M. M. (2021). Weathering the Economic Impact of COVID-19: Challenges Faced by Microentrepreneurs and Their Coping Strategies during Movement Control Order (MCO) in Malaysia. Pertanika Journal of Social Sciences & Humanities, 29(S1), 271-290.