Emotional connectivity in branded entertainment and the gender divide.
Chee, Shona Ee Lin.
Phang, Zhi Yuan.
Low, Reuben Kok Cherng.
Date of Issue2012
College of Business (Nanyang Business School)
The increasing inundation of the media space with consumer messages necessitates a strong, intangible emotional link with consumers in order for brands to break through the clutter. This study examines the relationship between branded entertainment and emotional connectivity while exploring the effects of gender differences on this relationship. “Emotional connectivity” appeals to marketers seeking to build brand preference and boost purchase intention. Yet, it is also essential to understand the impact of gender differences on emotional connectivity in enabling marketers to better target customers. To test this relationship, a survey of 318 respondents comprising young adults in Singapore aged 18-25 was conducted via four experiments using two branded entertainment video clips— one by Levi’s, and the other, Coca-Cola. Care was taken to ensure an almost-even number of male and female respondents. Independent t-tests and ANOVA tests were then conducted to analyse the significance level of the results. Our findings confirmed the link between branded entertainment and increased levels of emotional connectivity with these brands. However, survey results also indicated a virtual lack of difference between males and females for the Levi’s video clip. Yet, interestingly, female emotional connectivity levels surpassed that of males for the Coca-Cola clip. This research is beneficial in helping companies to discover branded entertainment as an effective marketing tool in increasing customer purchase intention and preference via effective gender-based targeting based on emotional connectivity levels.
Final Year Project (FYP)
Nanyang Technological University