The Impact of Emotional Marketing on Purchase Intentions of Sneakers among Young Adults

Shukla, Suvrat Ashutosh (2024) The Impact of Emotional Marketing on Purchase Intentions of Sneakers among Young Adults. Masters thesis, Dublin, National College of Ireland.

Preview

PDF (Master of Science) Download (2MB) | Preview

Abstract

This paper explores the impact of emotional marketing on purchase intentions of sneakers among young adults. Emotional marketing as a marketing strategy has been used by brands in order to form strong connections with their consumers. This paper aims to study how storytelling plays a part in emotional marketing to connect with young adults.

The research looked at the extensive literature available to formulate the research question and objectives thar would be studied. The research was conducted through the means of semi-structured online interviews with eight young adults who are sneaker enthusiasts. The data was analysed using a thematic approach which was deemed appropriate for the research objectives.

The principal finding of this study was that there exists a positive impact of emotional marketing and storytelling on the purchase intentions of sneakers among young adults. The respondents were found to be more loyal to the sneaker brands whose emotional story resonated more with them.

The core conclusion arrived from this research is that sneaker brands should use emotional marketing and storytelling in their marketing communications campaign in order to create a loyal customer base among young adults.

The research findings pointed to further areas for exploration and study.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Maguire, Louise UNSPECIFIED
Uncontrolled Keywords:	Emotional marketing; brand storytelling; sneakers; purchase intentions; young adults
Subjects:	B Philosophy. Psychology. Religion > Psychology H Social Sciences > HF Commerce > Marketing > Consumer Behaviour B Philosophy. Psychology. Religion > Psychology > Emotions H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Aug 2025 11:31
Last Modified:	14 Aug 2025 11:31
URI:	https://norma.ncirl.ie/id/eprint/8536

Actions (login required)

View Item