ANALYZING THE INFLUENCE OF EMOTIONAL MARKETING TO FIRST-TIME FILIPINO HOME BUYERS IN THE AFFORDABLE SEGMENT
DOI:
https://doi.org/10.55955/440003Abstract
This research investigates the influence of emotional marketing on first-time Filipino homebuyers in the affordable housing segment of Metro Manila. Based on the Theory of Planned Behavior (Ajzen, 1991) and Maslow’s Hierarchy of Needs (1943), it examines the influence of emotional marketing strategies (EMS) on consumers' motivation, social conformity, perceived value, and ultimately, their purchase intentions. A structured survey was conducted with 385 respondents, and the data was analyzed using descriptive statistics, correlation, regression, and mediation analysis. The results demonstrated that emotional marketing significantly influences purchase intentions, with motivation and social conformity serving as primary mediators between emotional marketing tactics and purchasing decisions. Perceived value, although positively correlated, exhibited no significant mediating effect. The results show that emotional stories about safety, belonging, pride, and family are very effective in real estate marketing. Developers are encouraged to incorporate emotional engagement, community storytelling, and buyer relatability into their campaigns to strengthen purchase intention among the affordable market segments.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. DOI: https://doi.org/10.1016/0749-5978(91)90020-T
Arcilla, C. (2019). Ensuring the affordability of socialized housing: Towards liveable and sustainable homes for the poor. UP CIDS Policy Brief 2019–15.
Ballesteros, M., Ramos, T., & Ancheta, J. (2024). Measuring housing affordability in the Philippines. Philippine Journal of Development, 48, 39–58. DOI: https://doi.org/10.62986/pjd2024.48.1b
Gumasing, M. J and Niro, R. H (2023). Antecedents of Real Estate Investment Intention among Filipino Millennials and Gen Z: An Extended Theory of Planned Behavior: Sustainability 2023, 15(18), 13714. DOI: https://doi.org/10.3390/su151813714
Skurewicz M. J. (2016). Emotional Advertising: What Constitutes a Successful and Effective Emotional Advertisement. Brand and Communications Management MSc in Economics & Business Administration Copenhagen Business School (77) 124 977
Bin, W. (2023). The influence of social media marketing content on purchase intention: The mediating role of emotional attachment and trust. International Journal of Marketing Studies, 15(2), 45–58. https://doi.org/10.3390/su15065001 DOI: https://doi.org/10.3390/su15065001
Murti, A. & Ghosh, R. (2023). The Impact of Emotional Appeals in Neuro Marketing: Analyzing the Brain Responses of Consumers to Emotional Advertising Campaigns. International Journal of Enhanced Research in Management Computer Applications. 12. 23-32.
Fillone, A. & Banister, D. & Hickman, R. & Biona, J.B. M. & Abad, R. P (2019). Investigating the relationship between housing affordability and mobility in Metro Manila, Philippines. Philippine Transportation 2019, Journal Vol. 2, No. 1
Cao, Y., Wang, X., & Li, J. (2023). The impact of virtual influencer marketing on consumer purchase intention: The mediating role of perceived value. Journal of Retailing and Consumer Services, 73, 103383. https://doi.org/10.1108/TR-04-2023-0244 DOI: https://doi.org/10.1108/TR-04-2023-0244
Fan, X., & Tham, C. (2025). Emotional value and purchase intention: Evidence from China’s secondhand luxury goods market. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.6981/FEM.202507_6(7).0001
Inoue, Y., & Yoshida, M. (2023). Emotional appeals and consumer engagement: An analysis of social media advertising using LIWC. Journal of Interactive Advertising, 23(2), 145–162.
Kang, J., & Ma, Y. J. (2020). The effect of scarcity and emotion on purchase intention: The mediating role of perceived risk and conformity. Journal of Retailing and Consumer Services, 54, 102030. https://dx.doi.org/10.20469/ijbas.5.10002-1 DOI: https://doi.org/10.20469/ijbas.5.10002-1
Li, C., Chen, J., & Yadav, R. (2022). Emotional trust and value in livestreaming e-commerce: Mediating effects on purchase intention. Journal of Retailing and Consumer Services, 65, 102882.
Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396. DOI: https://doi.org/10.1037/h0054346
Ou, C. X., Pavlou, P. A., & Davison, R. M. (2022). Harnessing the power of conformity in online communities: Normative and informational influence on purchase intention. Information & Management, 59(6), 103661.
Poirier, J., O’Reilly, N., & Brunel, F. (2024). Social presence cues in brand-generated content: Effects on emotions and purchase intentions. Journal of Business Research, 163, 113954. https://dx.doi.org/10.1016/j.jbusres.2024.02.031.
Qiu, Y., Zhang, X., & Zhang, L. (2023). Motivational factors affecting purchase intention in livestreaming commerce: A post-pandemic perspective. Electronic Commerce Research and Applications, 57, 101229.
Pham, T., Nguyen, H., & Xu, H. (2023). The impact of herd behavior on purchase intention: Moderating role of risk aversion. Journal of Retailing and Consumer Services, 72, 103234.
Prasetiya, A., Pramono, R., & Santoso, S. (2022). Marketing 4.0 strategies and their impact on customer satisfaction and purchase intention. International Journal of Marketing Research Innovation, 6(3), 22–35.
Zhang, T., Zhang, H., & Daim, T. (2023). Hedonic and utilitarian value in short-video marketing: The mediating role of emotional pleasure. Journal of Retailing and Consumer Services, 71, 103227.
Su, L., Gu, H., & Fabbri, C. (2023). Spokesperson credibility, online word-of-mouth, and herd behavior in purchase decisions. Journal of Business Research, 158, 113679.
Vrtana, D., & Krizanova, A. (2023). The power of emotional advertising appeals: Examining their influence on consumer purchasing behavior and brand–customer relationships. Sustainability, 15, 13337. DOI: https://doi.org/10.3390/su151813337
Wang, J., & Sun, X. (2021). Stimulus–Organism–Response model of social commerce: Emotional interaction, experience, and purchase intention. Journal of Retailing and Consumer Services, 60, 102478.
Zhou, L., & Tong, Y. (2022). Emotional value in livestreaming e-commerce: Mediating effects on purchase intention. Journal of Business Research, 146, 1–12.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Jannine Evy S. Rudas, Teddy E. Ballovar, Cresilda M. Bragas
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
