The role of emotional marketing on instagram in shaping generation z’s purchase intention toward pop culture collectibles

Chu, Hor Yin (2025) The role of emotional marketing on instagram in shaping generation z’s purchase intention toward pop culture collectibles. Final Year Project, UTAR.

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Abstract

The growth of social media has transformed marketing, particularly in influencing Generation Z, who respond strongly to emotionally engaging and socially interactive content. Instagram, as a visually oriented platform, has become a key channel for promoting pop culture collectibles, which often reflect emotional attachment, identity, and social belonging. Drawing on the Stimulus–Response (S-R) Theory and Commitment-Trust Theory, this study examines how emotional marketing on Instagram shapes Generation Z’s purchase intention toward pop culture collectibles. Emotional communication, emotional visual content, and peer influence are conceptualized as marketing stimuli under the S-R Theory, while emotional trust is examined via the Commitment-Trust Theory, highlighting trust’s role in online purchase decisions. A quantitative approach was employed with data collected from 95 Generation Z who used to purchase pop culture collectibles. Statistical analyses using the Statistical Package for Social Sciences (SPSS) assessed the relationships between the emotional marketing dimensions and purchase intention. Findings show that emotional communication, visual content, and peer influence significantly affect purchase intention, supporting the S-R Theory while emotional trust strengthens purchase intention, aligning with the Commitment-Trust Theory. This study offers practical implications, theoretical implications, limitations, and recommendations for further research at the conclusion of the study. Keywords: Emotional Marketing, Instagram, Generation Z, Purchase Intention, Pop Culture Collectibles

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