The Impact Of Scent Marketing Strategy On Consumer Emotions Through Social Networking Site XYZ

Literature Review

Discuss About The Magic Innovative Future Marketing Trends?

The research is developed with an aim to answer the key question regarding ‘Is the emotional behaviour of the consumer affected by scent marketing strategy of branded products through a social networking site XYZ’? This research focuses upon how various products like grocery products, luxurious perfumes, home accessories, bakery products stores encourages and creates an impulse on the consumers to increase its sales for the above stated products. Scent marketing is a concept in which the adequate atmosphere filled a unique smell triggering the senses like listening good music will create an impulse in the consumer to experience a music store (Henshaw, 2013). A distinct smell of caffeine in the Starbucks combined with fresh smell of baked food and soft music will attract the customers to taste different flavours of coffee. A cosmetic shop in the retail chain store with a flavoured and fruity smell of various crèmes, body lotions and makeup wears may catch the consumer’s senses affecting the brain in such a way that it deeply impacts the thoughts processed both emotionally and through intelligence. It creates a delightful memory which creates an urge and the consumer wants to indulge into experiencing that product to get satisfaction.

In this research, suggestions have been given on ethical ways the positive and negative comments should be posted by the XYZ networking site for various brands of products available. If the comments on XYZ site are posted and promoted in such a manner that it persuades the user to feel exactly how it is to experience the product, then the response of the user will be positive. This can be supported with an example like if XYZ posts a strong comment for promoting a cosmetic brand of the retail store which forces the consumer’s emotions to feel the real experience just by reading that punch line, then the consumer would comment and react positively (Miles, 2013). However, if the advertised punch line is triggering negative emotions for e.g. “The only drama is about spending money on the face” then it can hurt the user’s economics negatively. This research strongly covers ethical grounds the XYZ should comply with in order to influence the user or consumers while promoting a particular product of a specific brand. Usually instances are such that communication through videos, photos, tag lines, comments and stickers showing emotions is done to promote any specific brand. For e.g. ‘Lakme fashion week event invites Pretty moms for its fashion contest in ABC city’.  In this ‘Pretty moms’ is creating a push on the ladies mind to be appealing and participate.  Description of a particular brand to promote it should be in a way that it alters the emotions and memories severely rooted in a positive way. It gives them an everlasting virtual experience and helps them make a perception about the quality of the product. 

Research Question and Objectives

This research is a collective summary of the existing theories and published interpretation of a particular topic. The aim is to find ways for XYZ social networking to influence the users emotionally with the help of scent marketing. This would further identify the ways in which users update their news feed pages and get emotionally involved with a particular brand. This involvement could be both in negative and positive ways (Alderson, 2017). Secondary research is synthesising and interpreting the existing researches already been carried out so that better comparison between various understandings given by writers can be done and results can be revealed. The XYZ networking needs to be responsible towards the perceived reactions of the individuals of any activity or comment posted by them for promotion.

According to ­­­­­­­­­­­­­­­­Berkhout (2015), the various combinations of smells when described in the form of images like baby powder images showing that it has a soothing distinct smell with depicting it with flower images will influence the mother users to create an impression about how it is to use baby products. The site XYZ, in order to create an impulse on the users should use pictures which compliment the products and give a real experience in forming a perception to the user about the product. In this way, it will alter the emotions in the right direction both for the user and company by increasing its sales and brand image. On the other side, XYZ networking would also gain a competitive edge over other networking sites and it will gain popularity by not being criticized for any disrespectful tampering of user’s emotions. In addition the users will comment and give positive reviews (Berkhout, 2015).

In support of this, ­­­­­­­­Alderson (2017), states that scent technology is used as a tactic for marketing company’s product. The consumer is persuaded and induced with an impulse visually too just similar to smelling a particular aroma. For e.g. a graphic of Cadbury melted chocolate accompanied with a perfume product would give the user a sensation in which it can imagine the real experience just by seeing the graphic. XYZ as a networking site may alter the user’s emotions by commenting upon the company’s graphic using words which arouse the seductive emotions of the users. This will give the users an idea about the aroma just by reading the description of the comments used for promoting a product. In relation to this, there are other readers also getting influenced who are friends of the users. This engages many readers unfamiliar with the product to get acquainted with the help of reading just the replies of the users. This too can be explained with the help of an example of promoting a new car by XYZ networking through an image and description which defines that the car is new. The image could be of a car perfume from Scent Air with a description “Fresh odour eliminator” which helps the user and reader friends to form a picture of the smell in its mind and further visualise that the car is brand new. The impact of this would be users getting positively influenced which will further strengthen XYZ network and Car’s sales (Alderson, 2017).

Research Methodology and Methods

This research program aims and intends to identify the ways XYZ networking company can practice to create an impact on the behavioural sensibilities in a psychological manner. This impact is created to influence the user’s emotions keeping in mind the ethical standards to avoid any negative consequences in terms of integrity, privacy and confidentiality (Tourtoulou, and Badoc, 2013). The question which will be answered with the help of this research programme will be ‘Is the emotional behaviour of the consumer affected by scent marketing strategy of branded products through a social networking site XYZ’? This relates to the objectives outlined for finding the purpose of the research program. The objectives of a research identify answers to the main problem of the report. When these are achieved, it is definite to get an answer to get the main outcome.

1. To acquaint and familiarize the moral concerns of the scent marketing business through XYZ networking.
2. To reveal the emotional influence created on the consumers in order to persuade them to give positive or negative reactions in terms of likes, negative comments, sharing negative feelings of happiness and anger to give a negative feedback (Pelosi, 2016).
3. To find the reactions of consumers after they are being influenced psychologically and when they are aware that their emotions have been tampered.

Research methodology focuses on identifying techniques to address the research problem. Various methods are applied to explore the current questions and issues which are needed to answered to reach to the solution of the main problem of the research programme (Bradford and Cullen, 2013).

In this section the method used is applied research in which already practiced and tested theories and knowledge is used to support a particular purpose. There are various other designs of research like exploratory, explanatory and descriptive research. The design used in this report is applied research (Ritzer, and Dean, 2014).

The approach of the research carried out in this report would be qualitative approach which signifies the different unique perceptions and reasons for these perceptions. This approach is used because our research question deals with emotional problems and alteration of feelings which are completely based on perceptions. It is not possible to estimate the extent to which emotions are hurt or delighted. The research would be supported by various ideas and literatures which best address the issues of concern in the report (Bryman and Bell, 2015). Since the research is secondary, it will not include interpretation of the findings in a new form carried out for the first time. It will be based on the proven findings and literatures already been carried out so that they serve as a good evidence of our research program.

In order to overcome any sort of unacceptable activities, which might take place by the networking site and identify the answers to the three  research objectives so that our main aim and main research question is answered the following suggestions are made.  There is no use of sampling methods and techniques as this proposal is entirely based upon the Secondary research. Taking help of methods like surveys, interviews and observations etc. are a part of retrieving the first hand information through primary research. However, the research objectives are addressed taking help of theories, beliefs and literature already published by renowned authors. The issues which will be taken care of in order to answer the main research question and research objectives are as follows:

1. The privacy of the participants should be maintained to ensure ethical conduct of the XYZ networking company.
2. Role confidentiality plays, taking into consideration the participants who are getting affected by scent marketing.
3. Importance of honesty while revealing any kind of comment or information on a particular product (Rajagopal and Castano, 2015).
4. Implications deception could have on the emotions of the participants.
5. Importance of Non-discrimination when promoting a service through XYZ networking and the impact of psychological influence it creates if discrimination happens.

In support of the first point Stieler (2017), states that it is very common that the user’s complete information is accessed by the networking company to get onto a new page for processing an app. There are fun game apps through which results are retrieved with the help of brand image for e.g. how much pretty Lakme girl are you? Now, since XYZ site has commented upon an individual’s looks through a well renowned established brand then it will access complete sensitive information like age, gender, sex, name, and profile picture. This information is used by the XYZ to create an influence emotionally on the participant by commenting on looks in the result.  Therefore, it is the responsibility of the XYZ site to keep the sensitive details of the user protected. There may be instances when user might get a wrong image about XYZ misusing the personal details to get results of the applications (Stieler, 2017).

Similarly Ryan (2015), supports that confidentiality concerns has a vital role in the impact it creates on the users. There are certain games which are too revealing. They need to be played in such a manner that the user might get hurt internally. There are comments which say “forgotten the date when your friend was born? Mark the date on birthday calendar”. Now, this statement may hurt the user whose birthday it is in a way when his friends do not wish him due to any reason. He may feel offended by the word ‘forgotten’. Therefore, it is important for XYZ Company to carefully design its reminders which have a positive impact on the users. Also, it maintains the confidentiality and emotions of the users using the networking site (Ryan, 2015).

In addition Reamer (2013), states that honesty is essential to gain the user’s trust. It also includes deception, which means any act displaying wrong information to the user may mislead the participant. XYZ networking will play a significant role as an influencer to create more followers or less number of followers for any event. This means that audience usually creates an impression quickly to what the site is posting and hence it is important that any action posted is fully accurate and the opinion on any event is completely honest. As it is this action which creates a push in consumer’s mind to give a reaction and make changes in updating its page on the social networking site. For e.g. if an emotion sticker depicting an emotion of ‘luxurious’ or ‘exclusive’ is posted by XYZ for any Jewellery item from a recognised brand, then it will create an image of artistic and authentic experience. The user will trust that brand and follow the page of that particular brand. Therefore, before communicating any message XYZ should ensure that the particular emotion is honest and does not intend to mislead the user (Reamer, 2013).

Adding to the final point, Ryan (2015), supports that Bias and antidiscrimination is very essential conduct for XYZ in order to avoid any conflict on the social media. If there is any wrong tweet posted, which is partial with respect to a particular religious or political thought then the result will bring conflict amongst various users. Supporting a particular law endorsed by the government or sending any opinion against it may cause controversies among the followers. XYZ needs to be extra cautious and verify the message before sending it out in the public (Ryan, 2015).

S. no.	Tasks accomplished	Time spent	Explanations
A	Determining the subject on which research is to be carried	1 week	In this step, the idea was generated for the topic to be researched.
B	Searching the source of information &gathering the information	2 weeks	Next, various published articles, literatures, readings from books and excerpts were searched.
C	Comparing the information finding recommendations	1 week	In the end, analysis was done by properly comparing the authors in support and against the research topic. Also, conclusion was derived from recommending the ways XYZ site should work.

This is the representation of the plan of action in a graphical manner

S no.	Tasks Accomplished	Time Spent	No. of weeks
			1	2	3	4
1	Determining the subject on which research is to be carried	1 week
2	Searching the source of information & gathering the information	2 weeks
3	Comparing the information, finding recommendations	1 week

Out of the vast availability of literatures and readings already published by recognized authors, this research focuses upon the youth users who usually are internet savvy. The selection of the sources has been done through random sampling. In this sampling method, out of many articles and books published, a sample is selected in random way being unbiased for a particular opinion given by the author. The targeted youth participants using networking sites have been inspired to a huge extent. They easily get into the trap of the tactics even if they are not given an opportunity to recognize the intent of the site. The intent could be both to create a push on the user’s mind negatively and positively. It has been interpreted from the available data that social media is practicing this technique to management and bring in innovation in their way of working (Cross, 2013). However, this has impacted in creating nostalgic memories on the youth users and their emotions are being tampered. Also, social media is trying new techniques so that they can observe the extent to which they can pursue their attempts to create an impulse on the user’s mind (Georges, Tourtoulou, and Badoc, 2013).

The particular research programme is appropriate and valid in all respects and the teachings supported by the literature are taken from already published articles and books written by well-educated academicians (Pfeffermann, Minshall, and Mortara, 2014). This information is supported by authentic sources and is entirely based upon secondary method of research. The findings from the teachings are free of plagiarism and are reliable. Different ideas from published and checked sources are incorporated with the research objectives in order to address the research question. There are questions which are answered enhancing XYZ site’s ethical conduct in practicing its techniques on the users to influence their emotions positively and avoiding any negative impact. The answers and research is based upon the teachings of the authors and ideas genuinely related to the particular topic of research (Song, 2016).

There are certain shortcomings XYZ networking site must take into consideration in order to ensure the security and sensitivity of the participants which are: there is no control over the timing of the updates. In case any update is made publically to spread awareness for a particular new technique XYZ has started then it might get out dated within seconds. There is less control in providing the correct timing to the update so that it is well spread. Therefore, whatever posted must be easy, simple and effective so that it is easily understandable and quick to practice (Petersen, Person, and Nash, 2014). Ethical practices must be the highest priority to gain trust of the users on XYZ site even if it is influencing and creating an emotional push on consumer’s mind about a service, idea or a product. The privacy and confidentiality must be up to the mark.  Any statement made must take into account the negative consequences it can create on the user’s emotions. Lines or automated reminders for events, anniversaries and special occasions must not create an impression of insecurity, discrimination and bias amongst the users (Babin, and Harris, 2015).

Through this research proposal XYZ will get a detailed knowledge about various ways to indulge into activities which are for the user betterment in the perception of participants. Once the aim to convince the user is achieved then sustaining in the market becomes easy. There are a few suggestions which will give XYZ an opportunity to recognize the needs of the user to influence them which are: the behaviour of a participant should not be offensively affected. For this the user must be given a chance to get familiarized about the attempt XYZ is going to make in the near future (Lindstrom, 2005). In addition, the users must not feel that they are introduced with methods which are manipulating for e.g. if there are applications designed by XYZ company which allow the users to get into the trap of a financial risk promising lucrative prizes then results may always not be in user’s favour. This will make them feel deceived and manipulated. If the site needs to gain a competitive edge, then the tactics used by XYZ to influence them emotionally should be in correct direction not causing a feeling of dissatisfaction.

References

Alderson, M. 2017. The Scent of You.US: HarperCollins, p.1.

Babin, B. J., and Harris, E. 2015.CB7. US: Cengage Learning, p. 7.

Berkhout, Constant. 2015. Retail Marketing Strategy: Delivering Shopper Delight. UK: Kogan Page Publishers, p. 7.

Bradford, S., and Cullen, F. 2013. Research and Research Methods for Youth Practitioners. UK: Routledge.

Bryman, A., and Bell, E. 2015. Business Research Methods. UK: Oxford University Press. Available from:https://books.google.co.in/books?id=l7u6BwAAQBAJ&printsec=frontcover&dq=Business+Research+Methods+book+by+bryman+and+bell&hl=en&sa=X&ved=0ahUKEwjpzYSPzMLWAhVHYo8KHWS_BDUQ6AEIJTAA#v=onepage&q=Business%20Research%20Methods%20book%20by%20bryman%20and%20bell&f=false [ 22 September 2017].

Cross, M. 2013. Social Media Security: Leveraging Social Networking While Mitigating Risk. US: Newnes, pp. 93-94. Available from: https://books.google.co.in/books?id=cyzbAsm7FMYC&printsec=frontcover&dq=Social+Media+Security:+Leveraging+Social+Networking+While+Mitigating+Risk.+by+cross&hl=en&sa=X&ved=0ahUKEwjCtqSxzMLWAhWJrY8KHXzHBkQQ6AEIJTAA#v=onepage&q=Social%20Media%20Security%3A%20Leveraging%20Social%20Networking%20While%20Mitigating%20Risk.%20by%20cross&f=false [ 22 September 2017].

Eldon, L. 2013. operations and Social Networking: Utilizing Social Media to Engage Consumers: Utilizing Social Media to Engage Consumers. US: IGI Global.

Georges, P.M., Tourtoulou, A. B., and Badoc, M. 2013.Neuromarketing in Action: How to Talk and Sell to the Brain. UK: Kogan Page Publishers, pp. 9-12.

Henshaw, V. 2013.Urban Smellscapes: Understanding and Designing City Smell Environments. UK: Routledge.

Light, B. 2014. Disconnecting with Social Networking Sites. Germany: Springer. Available from:https://books.google.co.in/books?id=IVSoBAAAQBAJ&pg=PT31&dq=Disconnecting+with+Social+Networking+Sites+by+light&hl=en&sa=X&ved=0ahUKEwjN-c_TzMLWAhXF6Y8KHadmCasQ6AEIJTAA#v=onepage&q=Disconnecting%20with%20Social%20Networking%20Sites%20by%20light&f=false [ 23 September 2017].

Lindstrom, M. 2005. Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight & Sound. UK: Kogan Page Publishers, pp. 20-22. Available from:https://books.google.co.in/books?id=UtJbCgAAQBAJ&printsec=frontcover&dq=Brand+Sense:+How+to+Build+Powerful+Brands+Through+Touch,+Taste,+Smell,+Sight+%26+Sound&hl=en&sa=X&ved=0ahUKEwjG_7DzzMLWAhUJsY8KHZf2D1UQ6AEIJTAA#v=onepage&q&f=false [ 22 September 2017].

Miles, J. 2013. YouTube Marketing Power: How to Use Video to Find More Prospects, Launch Your Products, and Reach a Massive Audience. US: McGraw Hill Professional, pp. 16-17. Available from: https://books.google.co.in/books?id=1n8lAgAAQBAJ&printsec=frontcover&dq=.+YouTube+Marketing+Power:+How+to+Use+Video+to+Find+More+Prospects,+Launch+Your+Products,+and+Reach+a+Massive+Audience&hl=en&sa=X&ved=0ahUKEwjykNOgzcLWAhVIq48KHXi6CSUQ6AEIJTAA#v=onepage&q=.%20YouTube%20Marketing%20Power%3A%20How%20to%20Use%20Video%20to%20Find%20More%20Prospects%2C%20Launch%20Your%20Products%2C%20and%20Reach%20a%20Massive%20Audience&f=false [ 21 September 2017].

Pelosi, P. 2016. On the Scent: A Journey Through the Science of Smell. UK: Oxford University Press, pp. 5-6.

Petersen, L. B., Person, R., and Nash, C. 2014. Connect: How to Use Data and Experience Marketing to Create Lifetime Customers. US: John Wiley & Sons, p. 176.

Peterson, L. B., Person, R. and Nash, C. 2014. Connect: How to Use Data and Experience Marketing to Create Lifetime Customers. US: John Wiley & Sons, pp. 157-158.

Pfeffermann, N., Minshall, T., and Mortara, L. 2014.Strategy and Communication for Innovation. Germany: Springer Science & Business Media, pp. 195- 200.

Rajagopal and Castano, R. 2015. Understanding Consumer Behavior and Consumption Experience. US: IGI Global, pp. 2-3.

Reamer, F. G. 2013. Social Work Values and Ethics. US: Columbia University Press, p. 189. Available from: https://books.google.co.in/books?id=FZc7AAAAQBAJ&printsec=frontcover&dq=Social+Work+Values+and+Ethics.&hl=en&sa=X&ved=0ahUKEwj05eTczcLWAhUHK48KHbs-DHkQ6AEIJTAA#v=onepage&q=Social%20Work%20Values%20and%20Ethics.&f=false [ 22 September 2017].

Ritzer, G., and Dean, P. 2014. Globalization: A Basic Text. US: John Wiley & Sons, pp. 386-400. Available from: https://books.google.co.in/books?id=CumNBQAAQBAJ&printsec=frontcover&dq=Globalization:+A+Basic+Text&hl=en&sa=X&ved=0ahUKEwi8g9OBzsLWAhUHK48KHbs-DHkQ6AEIJTAA#v=onepage&q=Globalization%3A%20A%20Basic%20Text&f=false [23 September 2017].

Riva, G., Wiederhold, B. K., and Cipresso, P. 2015. The Psychology of Social Networking Vol.1: Personal Experience in Online Communities. Germany: Walter de Gruyter GmbH & Co KG, pp. 4-5.

Ryan, D. 2015. Understanding Social Media: How to Create a Plan for Your Business that Works.UK: Kogan Page Publishers, pp. 227-232.

Scheve, C. V., and Salmella, M. 2014. Collective Emotions: Perspectives from psychology, philosophy, and sociology. UK: OUP Oxford.

Scott, D. M. 2017.  The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. US: John Wiley & Sons.

Song, A. 2016.Capture Your Style: Transform Your Instagram Images, Showcase Your Life, and Build the Ultimate Platform. US: Abrams.

Stieler, M. 2017. Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference. Germany: Springer.

Tettegah, S. 2016. Emotions, Technology, and Social Media. US: Academic Press, p.4.