Mending the end-goal paradox of social and commercial marketing

Abstract: Title: Mending the end-goal paradox of social and commercial marketing - An explorative case study of brands’ emotional communication influence on consumers’ behavioural attitudes Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master level Authors: Klara Käll & Núria Budesca Alameda Supervisor: Annette Cerne Keywords: Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain Purpose: The purpose of this study is to investigate consumers' attitudes toward social marketing behaviours communicated by brands with regards to emotions. Methodology: This research was carried out with the research philosophies of relativism for ontology and social constructionism for epistemology. Moreover, the study had an abductive approach and the research strategy of a two-cases case study. Finally, the study was explorative with the research question put in context of the two brands, Aim’n from Sweden and Platanomelón from Spain. These were selected to gain an extensive understanding of two different industries operating with a value-driven and wellness focus through their product offerings. Theoretical Framework: Regarding the theoretical framework the following was included; consumer theory, social marketing, behavioural theory including exchange theory and finally emotional communication including affective intelligence theory, storytelling, and brand communities. Empirical Data: A total of 12 semi-structured interviews were conducted with six for each brand following guidelines based on the theoretical framework. The data was analysed, and three main themes are presented with two common themes and a final one separating the brands. Conclusion: The main conclusions of this study argue that brands play a vital role for influencing favourable attitudes toward social marketing goals through challenging societal norms and by creating a community impact. For Aim’n, they also work as accepting and exploiting interdependency and for Platanomelón as educational influencers. These influencing factors are further amplified when brands use emotions. Brands should only, however, influence and not be leaders as it creates a risk of capitalising on issues in society that other actors such as governments, should be responsible for. Additionally, the study concludes that brands have more to offer social marketing and further research is encouraged to mend the practices together for a sustainable future.