Awaking deep emotional needs of consumers based on big data and emotional analysis

Pattnaik, Sonali; Hota, Sweta Leena; Kumar, Arya; Hota, Anish Raj; Kiran, Prabha

doi:10.47974/JSMS-1196

Open Access Research Article

Awaking deep emotional needs of consumers based on big data and emotional analysis

Sonali Pattnaikpattnaik.sonali98@gmail.comDepartment of Commerce KIIT (Deemed to be University)Bhubaneswar, Odisha, India0009-0004-8267-3619View full profile → , ^*Sweta Leena HotaCorresponding authorswetaleena.hotafcm@kiit.ac.inDepartment of Commerce KIIT (Deemed to be University)School of Social, Financial and Human Sciences KIIT Deemed to be UniversityBhubaneswar, Odisha, 751024, India0000-0002-8726-8143View full profile → , Arya Kumararyantripathy@yahoo.comDepartment of Commerce KIIT (Deemed to be University)School of Economics and Commerce KIIT Deemed to be UniversityBhubaneswar, Odisha, 751024, India0000-0002-8203-361XView full profile → , Anish Raj Hotaanishrajhota@gmail.comComputer Science-Cloud Computing SRM University KuttunkulathurChennai, Tamil Nadu, India0000-0002-9337-3708View full profile → , Prabha Kiranprabhakiran10@gmail.comDepartment of Management Westminster International University in TashkentDepartment of Management Westminster UniversityTashkent, 100047, Uzbekistan0000-0002-9256-8407View full profile →

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pp. 105–119Vol. 27Issue 1January 2024DOI: 10.47974/JSMS-1196XML

Received:: 08 Aug 2023
Published Online:: 27 Nov 2023
Article type:: Research Article
Language:: EN
Article no.:: JSMS-1196
Pages:: 105–119

Abstract

Consumer service and customer satisfaction are related to meeting the needs and demands of consumers while retaining them for lifelong. In an effort towards customer satisfaction, the customer’s emotional needs are taken into consideration for the formulation of future strategies and the development of products. The analysis of such information can be performed with the aid of big data tools. The study highlights the factors of emotional analysis and provided strategies for enhancing emotional marketing. The background of the topic was jotted down, and thematic analysis was conducted for the interpretation of the core variables in the study. The limitations and future scope of such a topic were also laid down.

Keywords

Emotional interaction Data processing Data analysis Emotional marketing Big data Emotional analysis

Subject Classifications

62P2568T01

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