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.