Features of Emotional Marketing in Social Media

The thesis is devoted to the analysis of the features of the use of emotional marketing by Russian brands in social media in the post-pandemic period. The aim of the study was to identify the key features and strategies of emotional marketing, updated after the COVID-19 pandemic. As part of the work, two hypotheses were tested and confirmed: the increased use of emotional marketing strategies in social media after the pandemic and the presence of common features in successful campaigns, such as the use of storytelling, the transmission of key emotions, the presence of empathetic characters and an emphasis on brand values. The study confirmed that emotional marketing is an effective tool for strengthening communication with the audience, increasing brand awareness and stimulating sales, provided that the needs of the target audience are thoroughly analyzed and content is created that evokes sincere positive emotions. The results of this study can be used by marketers to optimize advertising strategies in a new reality.