Emotions in Entrepreneurial Marketing: Insights from Bagozzi’s Model
Keywords:
Bagozzi’s Self-Regulation Model, Emotion, Entrepreneurial Marketing, Digital EntrepreneurshipAbstract
Using Bagozzi's self-regulation model as an analytical reference, this paper investigates the significance of emotions at the intersection of marketing and entreprenurship.Based on an organized literature review of eleven peer-reviewed papers, the study investigates how emotions work as mediators, moderators, and regulators in entrepreneurial behavior. The study centers four themes, namely: (i) Emotions as moderators of consumer and investor decision-making, (ii) Emotion as a strategic driver in narrative and experiential marketing,
(iii) Emotions as quantifiable data through technology-mediated and digital entrepreneurship, and (iv) Emotions as regulative resources in entrepreneurial adaptation under adversity. These results highlight the fact that emotions are not marginally related to entrepreneurial actions but constitute central mechanisms of influence, motivation, and resilience for both value-creation processes as well as value communication.
Drawing on marketing and entrepreneurship literature, the study has implications for our analysis of Bagozzi’s model as well as revealing important gaps in conceptual knowledge, suggesting a demand to even more systematically build upon an interdisciplinary empirical base. Viewing emotions as purposive, functional constructs contributes to increased insights into how emotions work in the context of entrepreneurial marketing and helps develop a foundation for theory advances and practical implications where market environments are emotionally charged.
References
1) Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258–266.
2) Bagozzi, R. P. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 178–204.
3) Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206.
4) Balint, S. A. (2018). Narrative marketing in the digital age and the future of social enterprise communication. 4th COMSYMBOL International Symposium on Believe in Technology—Mediatization of the Future and the Future of Mediatization, Aradia, Romania.
5) Buran, İ., Sabah, Ş., & Koçak, A. (2024). The relationship between feminist collective action and social media engagement. Journal of Social Marketing, 14(3/4), 301–327.
6) Callarisa-Fiol, L. J., Moliner-Tena, M. Á., Rodríguez-Artola, R., & Sánchez-García, J. (2023). Entrepreneurship innovation using social robots in tourism: A social listening study. Review of Managerial Science, 17(8), 2945–2971.
7) Chanchí-Golondrino, G. E., Hernández-Londoño, C. E., & Ospina-Alarcón, M. A. (2022). Application of affective computing in the perception analysis of attendees of a SENA entrepreneurship fair. Revista Científica, (44), 215–227.
8) Crittenden, V., & Crittenden, W. (2022). The power of language to influence people: Mary Kay Ash the entrepreneur. Journal of Research in Marketing and Entrepreneurship, 25(3), 349–373.
9) Das, P., & Pradip, D. (2021). Usability and effectiveness of new media in agricultural learning and development: A case study on the southern states of India. Journal of Social Marketing, 11(4), 357–377.
10) Falcão, R., Moreira, A. C., & Carneiro, M. J. (2023). What’s in it for me? The perceived investment value of business angels. The International Journal of Entrepreneurship and Innovation, 14657503231213310.
11) Godjali, M. G. B., & Supramaniam, S. (2024). Entrepreneurial mindset strategies in times of crisis: A qualitative study on street food vendors. Qualitative Research Journal.
12) Kuratko, D. F., Burnell, D., Stevenson, R., Neubert, E., & Fisher, G. (2023). Enacting entrepreneurial hustle. Business Horizons, 66(2), 237–249.
13) Mercer, J. (2010). Emotional beliefs. International Organization, 64(1), 1–31.
14) Newman, A., Obschonka, M., Moeller, J., & Chandan, G. G. (2021). Entrepreneurial passion: A review, synthesis, and agenda for future research. Applied Psychology, 70(2), 816–860.
15) Ortony, A., Clore, G. L., & Collins, A. (2022). The Cognitive Structure of Emotions. Cambridge University Press.
16) Ravi, N., Subramoniam, S., & Chinta, R. (2022). Consumer purchase intention of social enterprise products: Mediating role of emotional value. Social Enterprise Journal, 18(4), 691–710.
17) Yim, J. W., & Weston, R. (2007). The characteristics of bioentrepreneurs in the Australian biotechnology industry: A pilot study. Journal of Management & Organization, 13(4), 383–406.
18) Yuan, B. (2025). The influence of consumers’ lay rationalism on electronic entrepreneur-related word of mouth. Journal of Consumer Behaviour, 24(2), 906–918.
19) Zayadin, R., Zucchella, A., Anand, A., Jones, P., & Ameen, N. (2023). Entrepreneurs’ decisions in perceived environmental uncertainty. British Journal of Management, 34(2), 831-848.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Teresa Dieguez (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
