Impression Marketing as a Tool for Building Emotional Connections in the Public Administration Sphere

Abstract

Marketing is an extremely dynamic and intensive phenomenon, and the transformations taking place in the modern market paradigm cause the emergence of impression marketing in different spheres including the political one. This article is aimed at the analysis of the marketing of impressions as a tool in the political sphere. Emotions that influence making decisions were identified. Ukrainian post-Maidan society was studied and the population reaction to President V. Zelensky’s emotional style of communication was analysed. As the result of the study, it was found that emotional marketing affects a person’s feelings, their emotional state and is associated with the creation of positive associations. It can be stated that modern politics is characterized by components of attraction, theatricality, entertainment. Action management in Ukrainian political space is studied and such examples as speeches by politicians, parliamentary sittings, arrests and searches of businessmen are provided. The general perception of the president was evaluated and it was found that the emotional feelings of the population are almost polar. It was concluded that emotions are an indicator of the political situation in the country and in Ukraine, in the political sphere, fear is one of the decisive emotions which, in particular, plays a mobilizing role. Thus, impression marketing is a powerful tool for adjusting the electorate to the emotional rhythm of information perception.

Marketing applications in the public sector. A systematic review

“…In the case of Likarchuk et al (2022)in his study, he states that political actors possess the ability to employ print marketing techniques as a means of establishing emotional bonds with the electorate, thus influencing their emotions and emotional state. Furthermore, a thorough understanding of the role emotions play in the decision-making process can be immensely useful for political campaigns in tailoring their messages and communication strategies to effectively reach the target audience.…”

“…The notion of marketing in the context of public administration focuses on the identification and satisfaction of citizens' needs and desires (Enache and Morozan, 2010).To this end, public institutions must operate with transparency, adaptability and efficiency in order to address the changing demands of society. Print marketing serves as a powerful tool for cultivating emotional bonds in the public administration arena (Likarchuk et al, 2022).. This practice involves leveraging emotions to drive decision-making processes and foster affirmative associations (Nedelea, 2005).…”

Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram

“…These differentiated preferences can also be attributed to the visual nature of Instagram, given that the image and video were the formats par excellence with which the candidate launched his messages to the public (Dorosh et al, 2021). Zelensky's television experience, and his rhetorical and staging skills, fit with the preferred choice of this type of audiovisual message, marked by an emotional style based on attraction, theatricality, and entertainment (Likarchuk et al, 2022). This particular style, together with the constant appeal to the participation of the audience in networks, has earned Zelensky's strategy the qualification of a "performative populist social movement" by some authors (e.g., Hamel, 2020).…”

Captivating Hearts and Minds: How Emotional Marketing Transforms Tourist Experiences?

“…One of the key objectives of emotional marketing is to resonate with consumers' values and beliefs, connecting with them on a personal level. Emotions can be powerful motivators that influence consumer behavior, leading to increased brand recall and a higher likelihood of consumers choosing the emotionally connected brand over competitors (Mandina et al, 2014;Likarchuk et al, 2022).…”

“…These triggers can be joy, nostalgia, empathy, fear, humor, or even a sense of belonging. The goal is to evoke emotions that align with the brand's identity and values, forging a stronger emotional tie (Likarchuk et al, 2022).…”