Enhancing emotional involvement with video-marketing

Purpose: The purpose of this paper is to elaborate if video marketing enhance emotional involvement. Therefore a literature research is done in two parts. Firstly there is a review on the development of marketing communication and video marketing. In the second part of the review the focus is set on emotions itself, how emotional involvement is generated and how emotions influence consumption behavior. Findings: The key finding of this paper is that videos can enhance emotions through their multi-sensory character in an efficient way. Furthermore there could be identified that especially viral videos create emotional enhancement and meet the direct marketing approach