Emotional Dynamics in Entrepreneurial Marketing: An Integrative Re view Based on Bagozzi’s Self-Regulation Framework
Abstract:
This study examines the role of emotions at the intersection of marketing and entrepreneurship through a structured literature review grounded in Bagozzi’s (1992, 1999) self-regulation framework. Although emotions are increasingly recognized in both domains, their role in entrepreneurial marketing remains fragmented. To address this gap, the study reviews 11 peer-reviewed articles retrieved from the Web of Science database, fo-cusing on how emotions are conceptualized and mobilized across different contexts. The findings identify four main thematic clusters: emotions as mediators in decision-making processes, as moderators in strategic com-munication, as regulatory mechanisms in technological and interaction contexts, and as coping resources in situations of adversity. These roles reflect distinct but interconnected functions, consistent with Bagozzi’s view of emotions as central elements linking cognition, intention, and action. The study contributes by proposing an integrative perspective in which mediation, moderation, and regulation are understood as complementary dimensions of emotional processes in entrepreneurial marketing. This approach advances understanding of how emotions shape value creation, communication, and adaptation in uncertain environments. From a prac-tical perspective, the findings highlight the importance of emotional dynamics in stakeholder engagement, trust-building, and legitimacy, particularly in early-stage ventures. The study also points to the need for further research on the dynamic interplay of emotional functions and their implications for sustainable entrepreneur- ship.
