Empathy in
Content Marketing
Using Social Data and the Science of Psychology
to Create Content that Connects
Why Empathy Matters



"The ongoing war for attention

has bred a generation of
skimmers and people with
content-blindness.

We need a radical approach to

cut through the noise and build
trust with consumers.”
Dr Jillian Ney,
Digital Behavioral Scientist
The Social Intelligence Lab
Contents

Introduction
What to expect 1
How to use this guide 1
Why did we produce this guide? 2

Digitally connecting with customers is hard 3

The psychology of decisions 5

Why empathy is your secret superpower 8

Why your probably using the wrong social

data in your content strategy 11
Availability heuristic 12
Immediate gratification 12
Cultural relevance 13
Brands getting it right 13
How to get it right 16

Why it’s time to prioritize brand storytelling 17

Using social data for empathetic content

Inspiration 20
New ways to use empathy 20
Cognitive empathy insights 21
Emotional empathy insights 23
Compassionate empathy action 24
Empathy Insights in Action 26

Footnotes 29

Disclaimer 30
Introduction



What to expect
This guide is for marketing professionals who are committed to pursuing
data driven content strategies and connecting with their audiences on
an emotional level.

This guide introduces you to the psychology of content. It is designed to

help you get closer to your customer, so you know what makes them
tick. We’ll show you how to get unique insights using Meltwater Social
that will spark imagination and give you the confidence to know your
content will be a long-term success.

How to use this guide

This guide covers the science and practice of connecting with your
customers. Specifically, through using empathy to effectively position
your brand content, campaigns and messages.

It also acts as a guide for how to use social data to find empathetic
connections with your audience. Use it for inspiration on how to get
more value from your social data with a specific focus on insights for
content marketing.

1
Introduction

Why did we produce this guide?

Ineffective positioning of content can hold back the success of your
communications and campaigns. To cut through the noise you’re told to
empathize with your customers instead of advertising your products and
services. But that seems a bit counterintuitive, right?! Not really when
you think about the psychology driving human behavior.

In this short no-nonsense guide, we share some of our most important

insights to help you discover the advantage of using insights from social
data, psychology and storytelling to get closer to your audience.

2
The Challenges of Human Connection Online

Digitally connecting with customers

is hard
As a marketer, in the digital world, you’ve got an increasingly difficult
job. To reach potential customers there’s more channels, technologies
and media to choose from than ever before. Business is a human
endeavor, but as customer experiences have become more digital,
interactions have become less human. Audience attention is waning
and building brand trust with customers has never been harder.

This pressure to create, publish and innovate in a never-ending cycle of

content can be exhausting. You’re in an endless dialogue aimed at
positioning brands in the hearts and minds of the customer. To grab
attention and remain relevant, you’re tasked with connecting the dots
between what people think, feel, say, and do, and translating this into
stories, content, and exceptional customer experiences.

You’re told that a great customer experience starts with human insights,
but these insights can be difficult to get (and act on). When it comes to
creating content, success is often held back by ineffective positioning of
what drives preferences, choices and behavior among audiences. The
trouble is that when analyzing customer preferences, most of the
market research is based on claimed data. By asking people what they
think about brand communications, whether they remember it and why
they do what they do.

3
The Challenges of Human Connection Online

If the words of David Ogilvy taught us anything it was that:

Consumers don’t think how they feel, they

don’t say what they think, and they don’t
do what they say.
So, how can you interact with someone who can’t communicate what it
is that they are looking for or why they behave the way that they do?

This is where Meltwater Social can help you get to the psychology
behind online behaviors. It’s true that people can’t often voice their
needs, but their non-conscious online interactions can uncover hidden
insight into their psyche. How people talk about and engage with
content leaves clues as to what is important and subtle indications on
their future behaviors. Instead of chasing the latest trend, this guide will
help you to empathetically connect with your audiences’ true desires -
their underlying psychology.

This approach will help you stand out online, to build trust with your
audience, and ensure long-term brand health. The rest of this
whitepaper will explore why empathy is needed to standout online,
where current approaches to social data analysis have been leading
you down the wrong path, why brand storytelling must be rekindled, and
how to analyses social data to spark content ideas that have empathy
baked-in from the start.

Ready to get started?

4
Decisions, decisions, decisions…

The psychology of decisions

What was the last piece of content you engaged with online? What was
it exactly that made you engage with the content? Forget about a ‘like’
or comment you gave your friend’s latest social post because, well,
they’re your friend and you wanted to show face. Think instead about
the content from a brand or organisation that moved you to take action.

What was so special about that content?

It’s more than likely that there was an emotional connection of some
kind because, put simply, people need to ‘feel’ in order to take action.
We each make thousands of decisions every day and we don’t go
through a process of logical reflection for each one. In actual fact,
there’s lots of research that shows the majority of our decisions are
made unconsciously and driven by emotions.

Here’s the science.

In one study, researchers looked a brain activity while people were

making a decision, and they could correctly predict what choice people
would make 7-10 seconds before they themselves were even aware of
making a decision(1). This means that even when people think they are
making a conscious, logical decision, chances are that they aren’t
aware that they’ve already made a decision and that it was non-
conscious.

5
Decisions, decisions, decisions…



All this unconscious thought also affects the content that people engage
with, and the bonds that they form around brands or even influencers.
In the advertising world, studies have found that campaigns that
perform well have a higher emotional appeal (31%) in comparison to a
rational rhetoric (16%)(2).

Another Nielsen study found a 23% lift in sales volume by focusing on

emotional messages(3). While rational messages can give an
immediate uptake in sales, emotional advertising creates a longer-
term success, this has resulted in advice to spread messages to a
ratio of 60 emotional and 40 rational.

For influencers, authenticity rates highly among audiences. Do you

remember the British influencer who was promoting Listerine
mouthwash? She was unceremoniously trolled for the staged post.

Let’s take a look at it…

What do you think? A bit too fake?!

6
Decisions, decisions, decisions…



The backlash here was caused by the unrealistic representation of daily

life. As humans, the mechanics of our brain reflect a process of pattern
matching (or recognition). In a ‘moment of reflection’, new situations
and new experiences are judged against previous recalled experiences
and judgements are made. If a pattern doesn’t match, there’s an
element of cognitive dissonance (and our brains hate that). Without an
emotional connection, there’s little chance of positive action.

In terms of the British influencer, the staged and unnatural feel of the
post didn’t reflect reality or even a desired fantasy. There was no
emotional connection to the post. Emotions should always be hardwired
into the fabric of your brand and your content – this requires a good
understanding of consumer motivation. Taking this a step further,
studies show the emotion of ‘likeability’ is the measure most predictive
of whether an advertisement will increase a brand’s sales(4).

The same can be said for content marketing. So how can we get people
to like us?

1. Mirror their behavior

2. Emphasize shared values
3. Be warm and competent
4. See them how they want to be seen
5. Have a sense of humor

Most of all, in your content, they need to see themselves either the real
or desired self. The big thing is to get them to imagine what it’s like to
be part of your brand.

7
Why Empathy is Your Secret Superpower



Why empathy is your secret

superpower
In the last section, we explored some of the psychology around
decision-making and the need for emotion in content marketing. It’s
likely that you already knew this, but it’s important to understand that
emotions support decision-making and provide a sense of motivation
to make a decision and take appropriate action.

To create better content, build better experiences and make more

informed decisions, brands need to put their (emotional) customers at
the heart of their business. This is where empathy mapping can be
incredibly effective.

What is Empathy?

Empathy is awareness of the feelings and emotions of other people.

Research shows that empathy helps designers create more unique
and innovative products and there’s evidence to suggest that it can
help marketers better relate to customers(5). Empathy is a key
element of emotional intelligence, providing the link between the self
and others. It is how we as individuals, understand what others are
experiencing as if we were feeling it ourselves.

It's important to know that empathy goes far beyond sympathy.

Sympathy could be considered ‘feeling for’ someone whereas
empathy is ‘feeling with’ that person, often through the use of
imagination. Interestingly, the three types of empathy relate nicely to
content marketing and social media analysis.

Let’s explore this more.

8
Why Empathy is Your Secret Superpower



Cognitive empathy is the ability to understand how a person feels

and what they might be thinking. Cognitive empathy makes us better
communicators, helping us to relate information in a way that best
connect with the other person

Emotional empathy (also known as affective empathy) is the ability

to share the feelings of another person. This type of empathy helps
you build emotional connections with others.

Compassionate empathy (also known as empathic concern) goes

beyond simply understanding others and sharing their feelings. It
actually moves you to take action, to help however you can. It is
compassionate empathy you use to respond to customers, to create
content and develop experiences - but first, you need to understand
how they think and feel.

Of course, you’ll likely know that empathy is the route to success, but
it’s often easier said than done. Take the creative process, for
example. It’s hard enough to create an amazing piece of content that
perfectly reflects your brand and your business objectives. Adding a
third dimension, your customer, complicates things even further.

It’s so easy to get wrapped up in the message that you’re trying to

send, you end up with tunnel-vision and forget that the best marketing
isn’t about the brand, it’s about the customer.

9
Why Empathy is Your Secret Superpower

Brands doing well with empathy include the collaboration for

#ShowUs by Getty Images, Dove and Girlgaze who are seeking to
display more diversity in women’s beauty .

The first step to more empathetic marketing?

Listening to customers and responding to their needs rather than just

talking ‘at’ them. This is where social data and Meltwater Social can
help you, but you need to make sure you’re analyzing the right data in
the right way. We find that a lot of people are still relying on easy-to-
access data and, as a result, are heading down the wrong path.

Let’s dig into this more…

10
Using the Wrong Social Data in Content Creation



Why you’re probably using the

wrong social data in your content
strategy
According to The State of Social Intelligence study run by The Social
Intelligence Lab 81% of people use social data for content ideation
purposes(6).

Maybe you’re one of these people. While it’s great that you have a
desire to create content that resonates with audiences but, if you’re
spending too much time on social trend data to inspire content
creation, that’s a dangerous place to be.

Why?

It’s really tempting to borrow value and relevance from what’s

happening in the world. You know that people are talking about and
engaged with this content which could help to boost your numbers -
but at what cost? Jumping into the latest trending topic rather than
taking the time to build your brand and what it stands for means that
brands are getting lost in the sea of digital noise.

Even so, there’s still a few reasons why trends insights are so
appealing.

11
Using the Wrong Social Data in Content Creation



Availability heuristic
What’s the easiest data to get when analysing social data? The areas
where the largest conversation is happening – trends. The solutions
we use to analyse social data can lead us in a direction with easily
available insight.

The availability heuristic is a mental shortcut that people use, it relies

on immediate examples that come to mind when exploring concepts.
In social data analysis, the availability heuristic is generally the auto-
generated analysis. Just because that data is easily available doesn’t
mean that it’s the right insight to use. Think about it, everyone will be
using the same data which can lead to the same thinking, and a lack
of content differentiation. The desire to hit current trends can
misshape your brand to fit what’s happening in a given moment.

Immediate gratification
Generally speaking, as humans we want things now rather than later
– we seek immediate gratification. This means we have a strong
tendency to grab smaller, immediate rewards and skip the larger but
delayed reward. Social media is causing the same to happen in
marketing – short term needs (likes and clicks) over long term
objectives.

The ability to track click through rates, likes, comments and shares
and reporting these results is killing what really matters – brand value
and customer lifetime value. If you’re only chasing the latest trends,
you’re trading culture and short-term metrics which leads to short-
term customers.

12
Using the Wrong Social Data in Content Creation



Cultural Relevance
There’s so much pressure for brands to act and be perceived as
“culturally relevant”. We live in world at the whim of the latest trends,
where good creative ideas have become disposable. But just because
something is trending doesn’t mean you should be engaging in that
topic if it doesn’t make sense for your brand to be there.

Your brand values and principles should dictate where, when and how
you speak about different topics and trends. Don’t forget about the
power of ideas to sustain long-term effects.

It’s worth spending time on getting

things right.

Brands getting it right

A brand winning in the social media attention stakes is Aesop.

How are Aesop getting it right?

A few things: they have a consistent brand image that relates to their
brand values; they talk deeply about skincare and issues surrounding
skincare types; they relate their brand into other areas that ‘nourish’
their audiences’ soul and intellect.

13
Using the Wrong Social Data in Content Creation



This strategy helps to lay a foundation of strong brand storytelling

linked to the emotional (and rational) needs of the audience – by
creating empathy, teaching and empowering thought. It has also
increased sales and, over time, created an engaged community
around the brand.

Aesop engage with their audience thought empathetic storytelling.

Another brand taking up the empathetic storytelling challenge is Kate
Spade.

14
Using the Wrong Social Data in Content Creation



In adopting an empathetic marketing approach, fashion brand, Kate

Spade found a 500% rise in views on YouTube. They say that the
extra challenge is worth the effort (see research).

None of this means that you should stay away from trends all together.
Instead, ensure they connect with the larger picture you’re trying to
communicate with your brand. You don’t need to post about every
holiday or major event if it doesn’t make sense for you to be there.

Remember these brand fails?

In trying to relate to women, both

make-up brand, ColourPop and
personal care brand, Dove both
managed to alienate their
audience.

First, ColourPop associated darker

colors of new line of “sculpting stix”
with racially insensitive names.
Then in trying to empathetically
connect with women, Dove put too
much focus on body type. Both
failing to connect with customers.

15
Using the Wrong Social Data in Content Creation

How to get it right

To prioritize building brand equity instead of short-term gain with online
content, think about three things.

1. Relevance: what does your brand stand for, what’s your brand
values? You also need to think about the common associations to
your brand, so the pattern fits when your customer is scanning
content.

2. Empathy: what is the customer thinking and feeling, what are they
trying to achieve and what is stopping them?

3. Creative: how can you tell this story in a way that inspires action
and creates an emotional relationship?

It’s one thing to know the topics and emotions that will create an
empathetic bond with your customer, it’s another to frame the
messages and content effectively. In the next section, we’ll take a
look at storytelling in the digital age.

16
Prioritizing Brand Storytelling

Why it’s time to prioritize

storytelling
Today, most brands claim to put customers at the center of their
thinking. As a result, brands have started to become content producers
in order to pull in relevant and interested audiences. Luckily, people are
hungry for good content – after all, it’s why you’re here today.

This strategy makes a lot of sense - brands have lots of information to

share, ways to inspire, and value to add. However, many brands
struggle to stand out online and build long term relationships. More
often than not, this failure is due to their approach to ‘content framing’ –
how they present and share their narrative.

It’s natural that brands want to be the central character of their story, but
this can be a mistake. Great content is often about getting inside the
world of the consumer and becoming part of it. Unfortunately, even with
access to unprecedented amounts of social data, giving you previously
unquantifiable insights from actual people, it’s still incredibly difficult to
translate these insights into creative ideas.

The trouble is, as brands strive to differentiate themselves, they often

default to an analytical process of messaging and a literal interpretation
of data-driven insights - they forget the art of storytelling.

17
Prioritizing Brand Storytelling

To make matters worse, in the algorithmic era, storytelling has become

a slave to the machine, with over-edited, clinical wording of each
message component to optimize for the performance of the algorithm
instead of the human mind.

This is flawed thinking.

Throughout time, information has been handed down as stories. Good
stories are the essence of society, of your work, social interactions, and
the essential foundation of entertainment. As humans, we’re all excited
by stories, they frame the way we view the world and provide a
foundation for connection.

It’s no coincidence that the best leaders and brands are amazing
storytellers. In a world of noise, information overload, hype, and
misinformation, stories can cut through to get your message across,
and influence people.

As a content creator, you have the unique ability and responsibility to

create good brand stories. The trouble with social content is that there is
a tendency to look at each piece of content as an individual narrative
instead of thinking about how it fits into the whole jigsaw puzzle of your
brand.

To start making empathetic content that focuses on long-term brand

building instead of short-term gain, there’s a few things to think about…

18
Prioritizing Brand Storytelling

1. Gaining a deep understanding of your audience’s needs,

wants, desires, concerns and barriers to action before
defining your empathetic content approach.

2. Considering teaching and inspiring to others to do good.

3. Using emotion - nostalgia, group thinking, strong

relationships, fear and triumph work well.

4. Having a goal in mind but not more than one, and don’t
preach. No one want to hear that!

5. Allowing your audience to draw their own conclusions. You

don’t need to ask for a sale or have a cheesy call to action
in every piece of content.

6. Focusing on the positive associations your brand has on

their life. Don’t fall prey into discussing negative themes
and comparisons to competitors - especially in long form
content.

Luckily, when used right, social data can help us tap into and
understand the three types of empathy - cognitive, emotional and
compassionate empathy.

19
Social Data’s Role in Empathetic Content Inspiration

Using social data for empathetic

content inspiration
So far, we've taken a journey into the challenges of successful
content creation. This has taken us into the psychology of decision-
making, empathy mapping, why you're probably using the wrong data
in your content creation, the power of storytelling, and now we're
going to explore how you can use Meltwater Social to generate
insights that inspire empathetic content creation.

New Ways to Use Empathy

In our exploration of empathy, you found three types of empathy,
cognitive, emotional, and compassionate empathy, it is from this
understanding of empathy that we can better use social data and
content marketing to create an emotional bond with your audiences.
The empathetic approach outlined here utilizes both text based and
visual data.

You can use all "voice of the customer data" from product reviews,
social customer service channels, user generated content, forum
content, and other forms of online text and visual "voice of the
customer" content. The process is about understanding your
audiences' intentions and beliefs through reasoning about the state of
mind. Simply, the purpose of following data driven empathetic insights
is to make more informed decisions and build better experience by
putting your customers at the heart of your brand.

20
Social Data’s Role in Empathetic Content Inspiration

Cognitive Empathy Insights

Cognitive empathy is the ability to understand how a person feels and
what they might be thinking. With social data you can uncover lots of
conscious and non-conscious thoughts of your target audience.
Remember that, with most other market research methods are based
on claimed data, by asking people to recall which can lead to a
disconnect between thoughts, feelings, behaviors and actions due to
self-rationalization. With cognitive empathy you're practicing taking
the perspective of your audience - you're imagining what it might be
like to actually be your audience in their situation all from data
generated in organic online conversations.

This can be really powerful as you are removing yourself as the

brand. We're all really easily led into drinking our brand "kool-aid" and
that can lead us down the wrong path as we're no longer relating to
our customers from their perspective. With cognitive empathy, you
bring your customer back into focus and give them the leading role in
your brand story. For your brand, you can close the gap between your
audiences' feelings and perceptions of how to meet those needs, and
your own brands ideas about how to meet them.

The purpose of generating insights through cognitive empathy is to

understand how to relate information in a way that best reaches the
other person. Many brands suffer because they cannot effectively
frame their content in a way that is attractive to their audience.
Luckily, cognitive empathy makes us better communicators.

Here's the questions to answer to generate cognitive empathy

insights.

21
Social Data’s Role in Empathetic Content Inspiration

1. What is your audience trying to achieve in consuming

your brand?

2. Why is your audience trying to achieve this?

3. What motivates your audience to act on their needs?

4. What is their ideal imagined state with the consumption

your brand?

5. In what location or activity is your brand consumed?

6. What past experiences gets in the way of your audience

making a purchase?

7. What external factors get in the way of your audience

achieving their goals?

8. What does your brand help your audience portray about

their lives or personality?

As you see, the research is not explicitly about your product, it is

about the thoughts and behaviors surrounding the purchase of your
brand. Next, you need to move from understanding the "thinking" to
understanding the "feeling" with emotional insights.

22
Social Data’s Role in Empathetic Content Inspiration

Emotional Empathy Insights

Emotional empathy is the ability to share the feelings of another
person. Emotional empathy is one step further from cognitive
empathy, you move from understanding the thinking of your audience
to developing a shared emotional experience. John O'Shaughnessy,
Columbia University business profession believes that knowing your
audiences' emotions can help you "identify an emotional script that
goes from the triggering event to the thought to the feeling to the
action"(7).

When it comes to social data analysis, it is often difficult to pull

anything "human" out of the noise. There is a tendency to
dehumanize the insight and reduce the analysis to a bunch of
numbers that's supposed to show you the way forward. With
emotional empathy analysis you apply a human lens to the analysis
of social data. Emotional empathy helps you build emotional
connections with others.

Here's the questions to answer to generation emotional empathy

insights.

1. How do your audiences' needs arise; what are they

feeling?

2. How does your audience feel about meeting these needs?

3. How does your audience want to feel in their lives by

consuming your product?

4. How do they want to feel during consumption of your

brand?

23
Social Data’s Role in Empathetic Content Inspiration

5. How do they want to feel after consumption of your brand?

6.What inner conflicts stop your customer from moving

forward?

7. What feelings of frustration does your customer feel?

8. What character, feelings and associations does the

consumption of your brand mean to your audience?

As you see, the research is not explicitly about your product, it is

about the feelings and emotions surrounding the purchase of your
brand. Next, you need to use the insights from cognitive and
emotional empathy to guide content creation.

Compassionate Empathy Action

Compassionate empathy goes beyond the understanding of cognitive
and emotional empathy to taking action - it's your creative response
to meeting the needs of your audience and this emerges from
understanding both cognitive and emotional empathy.

Empathy is a deeply human phenomenon. It should be used as a tool

to humanize your brand with the insights being consistently applied
throughout your content creation process (and in any new customer
experiences created). Through using the insights to tell a story in your
online content, an emotional bridge is creating, linking the views to
the brand via the characters in your story.

24
Social Data’s Role in Empathetic Content Inspiration

Empathy has been found to inspire creativity. One study found that
designer think more creatively and produce more unique, effective
products when their primary focus is to imagine how their potential
customers might feel when using the products in question(8). To use
compassionate empathy when creating new content and experiences,
you must brief teams in a new way - encouraging them to "feel" what
it is like to interact with the brand and content.

Provide teams with the insights generated through cognitive and

compassionate empathy, and they can apply a create lens to imagine
a new way to engage that places them at the center of the story - and
reduces the gap between your audiences' feelings and how your
brand approaches meeting them.

Your brand identity should still be present in the aesthetic, design and
feel but it should be empathetically connected to your audiences'
emotions surrounding the use of your brand in their lives.

Remember, one fundamental truth about your audience can inspire a

new way to create powerful messages that last - that’s what we find
through empathy insights. Neuroscientist, Dr Nikolaos Dimitriadis
says:

If marketers, with all their voice-of-

customer research and data analytics,
cannot understand deeper and connect in
a human level with customers, then who
can?
The challenge is yours…

25
Social Data’s Role in Empathetic Content Inspiration

Empathy Insights in Action

A recent example of empathy driven content and experiences in
action is the work undertaken by Listen and Learn Research in
understanding miscarriages at work. Yes, this is already a very
emotive, not openly discussed and somewhat taboo topic, but it was
a project where social data was used as the primary focus of the
research.

This work highlights that even niche and sensitive topics can be
researched using social data. In fact, the research found that the
anxiety and uncertainty people feel about returning to work after a
miscarriage is widely discussed on social media but not in the
workplace, wider media or wider world.

People turn to social forums, communities and feeds to find a safe

place to ask questions about how to cope. To speak honestly about
their emotions and fears without feeling “weak”, “a failure” or worrying
about others’ reactions. It’s also a place to share hope and inspiration
with others. The research found that:

• The social anxiety around talking about miscarriage is exacerbated

in the professional sphere. Talking is difficult for those coming back
to work, their colleagues and managers. We lack the language,
norms, and etiquette for tackling it.

• Those going back to work worry about being treated differently by

colleagues. They fear being pitied or gossiped about. Or that
talking about their experience or hearing happy baby news from
others will trigger their emotions and tears.

26
Social Data’s Role in Empathetic Content Inspiration

• But they also don't want it to be an awkward taboo, an 'elephant in

the room’. They need to have their experience acknowledged, their
loss recognized and legitimized. The situation is more complex if
the pregnancy hasn't been announced (pre-12 weeks).

• For managers and colleagues. They don’t know whether they

should talk about it. They don’t want to cause upset, don’t know
what to say, or how. Those who are pregnant or have children can
feel guilty and it can make it hard to announce future team baby
news(9).

This research can not only be used by organizational human

resources managers but also to support agencies to understand the
emotional journey and use this to create empathetic content and
experiences.

Now imagine the type of empathetic insights that are waiting for you.

27
Conclusion



I hope this white paper has

given you some more
inspiration in how to use
Meltwater Social to gather
empathetic insights about your
customers.
Dr Jillian Ney,
Digital Behavioral Scientist
The Social Intelligence Lab
Footnotes

Footnotes
(1) Soon, C.S., Brass, M., Heinze, HJ. And Haynes, JD. (2008).
‘Unconscious determinants of free decisions in the human brain’,
Nature Neuroscience, Vol 11, No 5: pg543-545.
(2) IPA dataBANK case studies of successful advertising campaigns,
Accessed online: https://ipa.co.uk/awards-events/effectiveness-
awards/ease.
(3) Brandt, D. (2019). ‘Emotions Give a Lift to Advertising’, Nielsen,
Accessed online: https://www.nielsen.com/wp-content/uploads/sites/
3/2019/04/whats-next-emotions-give-a-lift-to-advertising-
jan-2016-1.pdf
(4) The Advertising Research Foundation. (2016). ‘Taking Charge in the
Wild West Era of High Impact Advertising via Advertising Week,
Accessed online: https://thearf.org/category/news-you-can-use/
taking-charge-in-the-wild-west-era-of-high-impact-advertising-via-
advertising-week-source-rob-garber-managing-director-undertone-
emea/
(5) Steimer, S. (2019). ‘How Does Empathetic Marketing Make You
Feel?’, American Marketing Association, Accessed Online: https://
www.ama.org/marketing-news/how-does-empathetic-marketing-
make-you-feel/
(6) The Social Intelligence Lab. (2019). The State of Social Intelligence
2019, Accessed online: https://thesilab.com/report/state-of-social-
intelligence-2019-report/
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