Emotional marketing, donation motivation and self relationship: A research on benefactor consumers

The aim of this study is to comprehensively examine the relationship between emotional marketing and donation motivation and the effect of the sense of self on consumers' donation motivation. In this regard, the relationship between emotional marketing and donation motivation on the selected target audience; The effect of emotional marketing, the ego effect created by the word help, and the factors affecting consumers' donation motivation will be investigated. Additionally, this study will help determine the impact of emotional marketing on consumers. In addition, consumers' tendencies to give names when donating and the relationship between these tendencies and the consumer's sense of self will be examined comprehensively. For these purposes, it is aimed to provide in-depth information on the definition and characteristics of emotional marketing, how emotional marketing can be used effectively in donation activities, donation motivation and sense of self.