Quantitative Research on the Impact Mechanism of Emotional Marketing in Brand Live Streaming on Consumers' Impulsive Purchase Intentions

In the fiercely competitive e-commerce live streaming landscape, brand owners are increasingly shifting their marketing focus from mere product promotion to engaging consumer emotions. This strategic pivot involves crafting emotionally charged atmospheres and facilitating effective emotional interactions within live streaming rooms, with the goal of evoking positive emotions and stimulating impulsive buying behavior. The present study explores the impact mechanism of emotional marketing strategies on consumers' impulsive purchase intentions through questionnaire surveys. The findings reveal that emotional resonance and the quality of emotional interactions are critical factors in driving impulsive purchase intentions. Specifically, emotional resonance significantly amplifies purchase intentions by stimulating positive emotional arousal, while high-quality emotional interactions catalyze purchasing behavior by enhancing brand trust. Based on these insights, practical recommendations are proposed, including enhancing emotional resonance, improving emotional interaction quality, establishing robust trust mechanisms, and refining live streaming content. These measures aim to provide strategic guidance for brands in live marketing and ultimately boost sales performance.