What it’s all about

Emotional marketing has become a central element in the communication of entrepreneurs on social media. Especially on platforms such as LinkedIn, which promote professional networks and business relationships, start-up founders try to show closeness and authenticity through personal self-presentations. But where is the line between authenticity and losing the aura of competence?

Continue reading “The limits of emotional marketing: How personal self-presentations negatively influence the charisma of competence and the acquisition of new customers” →