Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
think.” The tear-filled women exemplify the affective empathy that successful brands demonstrate when they sincerely acknowledge the feelings of their targeted audiences. Similarly, the well-known reflective vignette produced by Dodge features a continuous flow of scenes characterizing the life of a farmer. The vignette amassed over 13K comments as farmers added their own perspectives. By reflecting their understanding of a farmer’s grueling lifestyle, Dodge expressed their cognitive empathy . Cognitive Empathy (ability to know what another person thinks or believes)
Inspiring Audiences Through Empathy
Next, we examine the attributes of emotional content that contribute to
inspirational intensity and brand distinction. Specifically, we assess its effectiveness across the following eight dimensions.
N egative Valence Emotions N
M oral Elevation M
I mparted Wisdom I
E mpathy
O riginality
T ributes
O ptimism
S uitability
E
O
T
O
S
Empathy impacts social media influence both directly and indirectly through its capacity to inspire (See Appendix A).
Affective Empathy (ability to feel another person's emotions)
13,597 Comments
9,948 Comments
The Dignity of Farming
Recognizing Your Real Beauty
Moral elevation is defined as “the emotional response to witnessing the virtuous acts of others.” Emotions almost always rise when videos or images display acts of generosity or the noble pursuits of those fighting for a worthy cause. Especially
Recall Dove’s Beauty Sketches from an earlier session. The mini-film features a group of women describing their facial appearance to a forensic artist unaware of their true appearance. Others interviewing the women later describe their perspective of the women’s looks to the forensic artist. The women invariably underestimate their intrinsic beauty as reflected in Dove’s slogan “you are more beautiful than you
when the cause is for inclusion or helping the needy, watching the heroic deeds of others is a powerful way to conjure up feelings of tenderness.
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