Year: 2025
Type: dissertation
Abstract: This study focuses on how emotional narratives about energy drinks, shown on social media platforms, affect the purchasing decisions of university students in Finland. The study uses a qualitative design grounded on semi-structured interviews with ten participants from Seinäjoki University of Applied Sciences and the Seinäjoki Vocational Education Centre (Sedu) Built upon the Social Norms Theory, the Mere Exposure Effect, the Elaboration Likelihood Model, and the Theory of Planned Behaviour and Identification Congruence, the study investigates how peers influence one's own emotions, and how message framing structures the response of the consumer. The findings disclose that when a commercial appears authentic and relatable, it pushes a consumer emotionally engaged with the advertisement toward purchasing the product. The most persuasive storytelling elements are humorous, friendship-based and motivational themes, while exaggerated or artificial content was found to be failing. The study emphasises the magnitude of ethical responsibility and emotional authenticity, especially when marketing targets vulnerable young adults. It also specifies visions for marketers who develop narrative-driven marketing campaigns and facilitate academic learning on social and psychological perspectives of digital advertising efforts.
Source: Theseus (Ammattikorkeakoulujen)
Author: Senadeera, Kandegedara Hiranya Thathsarani
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7112843375
Cites:
Cited by:
Related to: