Content-Driven Relationship Mktg for Social Media Influence

Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance

Appendix A: Framework for Examining Emotional Content Outcomes

Trusted Authority Recognition

Market Foresight

Content Credibility

Thought Leadership Capability

Operational Helpfulness

Social Media Influence

Dialogic Responsiveness

Sharing Generosity

Empathy

Fortitude and Tenderness

0.42***

Storytelling

Inspiration

Excitement

*** p < 0.001, ** p < 0.01, * p < 0.05

Entertainment

Appendix B: How Feelings and Moods Drive Attitudes

Manifested Feelings

Mood Provoking Devices

Humor

Fortitude

R 2 = 0.42

Experiments

Excitement

Amazement

Liberation

Ad Attitude

Reflective Vignettes

Theatric Entertainment

Tenderness

***p < 0.001

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