Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
for viewers to experience early tension before reaching a triumphant outcome. In social media, we see high performing content involving momentary tension like getting through a stage performance or long-term character building (e.g., overcoming mockery or fears of failure). A cluster analysis further divides the fortitude category based on whether the tension is fueled by high confidence (e.g., rising to the occasion) or a determination to overcome some personal strife.
Manifested Feelings
The interplay of emotions with each other, as well as with reasoned arguments, is a highly complex psychological process. As many as 24 emotions have been examined in scholarly literature. Our own study of 1,412 YouTube videos evaluated by 614 students concluded that emotions in content marketing can be clustered into four manifested feelings: fortitude, excitement, liberation, and tenderness. Results of the
Rising to the Occasion
Stage Nerves
Empowerment
Overcoming Disappointment
Overcoming Mockery
study are shown in Appendix B.
Fortitude is a high intensity emotional sensation driven by active distress factors like anger, fear, and anxiety. It’s typically manifested in video clips of at least two minutes. This allows enough time
Overcoming Adversity
Excitement is also a high intensity emotional sensation, but it operates under limited or no distress. (i.e., no need for a tension trigger).
ACTIVE DISTRESS
LITTLE (OR NO) DISTRESS
EXCITEMENT
FORTITUDE
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