The role of promotional communication in enhancing financial performance: A consumer behavior perspective
Abstract views: 155
/ 
PDF downloads: 129
DOI:
https://doi.org/10.55094/hoec.2840Keywords:
Promotional Communication, Consumer Behavior, Financial Development, Emotional Appeal, Personalization, Marketing StrategyAbstract
This study investigates the strategic role of promotional communication in influencing consumer behavior and its impact on financial performance. Drawing from consumer psychology, behavioral economics, and marketing theory, the research examines how promotional strategies such as personalization, emotional appeal, and persuasive design shape purchasing decisions, trust, and brand loyalty. Through a mixed-method approach including multinational case studies and a simulated survey involving 500 respondents the study finds that emotionally charged and personalized promotions significantly improve consumer responses. These effects translate into increased purchase intent and repeat behavior. The findings underscore the importance of aligning communication strategies with both psychological engagement and ethical responsibility. The study concludes that organizations must treat promotional communication not as a short-term tactic but as a core driver of sustainable financial performance.
Downloads
References
AAKER, D. A. (1996). Building Strong Brands. Free Press.
BAKER, M. J., & HART, S. (2018). The Marketing Book (8th ed.). Routledge.
CIALDINI, R. B. (2009). Influence: The Psychology of Persuasion. Harper Business.
CHAFFEY, D., & CHADWICK, E. F. (2019). Digital Marketing (7th ed.). Pearson Education.
COCA-COLA COMPANY. (2014). Annual Report. https://www.coca-colacompany.com.
DE MOOIJ, M. (2019). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. SAGE Publications.
FOURNIER, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. DOI: https://doi.org/10.1086/209515
HAJLI, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191. DOI: https://doi.org/10.1016/j.ijinfomgt.2014.12.005
KAHNEMAN, D., & TVERSKY, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291. DOI: https://doi.org/10.2307/1914185
KAPLAN, A. M., & HAENLEIN, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. DOI: https://doi.org/10.1016/j.bushor.2009.09.003
KELLER, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14–19.
KOTLER, P., & KELLER, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
KUMAR, V., ZHAO, Y., RAJAN, B., PETERSEN, J. A. (2021). Analytics-driven promotion planning. Journal of Retailing, 97(2), 234–249.
LIU, Y., & RYU, K. (2020). Emotional versus rational appeals in advertising. Journal of Consumer Psychology, 30(1), 34–49.
OECD. (2023). Digital Marketing and Data Ethics. OECD Publications.
PETTY, R. E., & CACIOPPO, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Academic Press. DOI: https://doi.org/10.1007/978-1-4612-4964-1_1
PORTER, M. E. (2004). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
RATCHFORD, B. T. (2019). Consumer search behavior and its effect on markets. Journal of Economic Perspectives, 33(4), 69–90.
SCHIFFMAN, L. G., & WISENBLIT, J. L. (2019).Consumer Behavior (12th ed.). Pearson.
SMITH, J. (2019). Consumer behavior and promotional strategy. Journal of Marketing Studies, 62(3), 201–214.
SOLOMON, M. R. (2020). Consumer Behavior: Buying, Having, and Being (13th ed.). Pearson Education.
STATISTA. (2023). Global Digital Advertising Market Size 2022–2027. https://www.statista.com
TUTEN, T. L., & SOLOMON, M. R. (2018). Social Media Marketing. SAGE.
VERHOEF, P. C., BROEKHUIZEN T, BART Y, BHATTACHARYA A, DONG J. Q., FABIAN N., HAENLEIN M. (2021). Digital transformation and
marketing: A review and research agenda. Journal of Marketing, 85(1), 14–36.
ZIKMUND W. G., CARR C. J., BABIN C. B., GRIFFIN M. (2013). Business Research Methods (9th ed.). Cengage Learning.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Holistence Publications
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication, with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0) that allows others to share and adapt the work with an acknowledgement of the work's authorship and initial publication in this journal.
2. Everyone who is listed as an author in this article should have made a substantial, direct, intellectual contribution to the work and should take public responsibility for it.
