British Journal of Marketing Studies (BJMS)

EA Journals

Emotional Intelligence

Generative Artificial Intelligence [GAI]: Enhancing Future Marketing Strategies with Emotional Intelligence [EI], and Social Skills? (Published)

The convergence of Generative Artificial Intelligence (GAI), Emotional Intelligence (EI), and social skills represents a transformative force in the realm of marketing strategy. The purpose of the study is to explore the intricate synergy between GAI, which leverages machine learning and natural language processing, and the deeply human qualities of EI and social skills. It investigates in general how this alliance has the potential to revolutionize future marketing practices by creating more personalized, emotionally resonant, and ethically responsible strategies.The foundation of this research lies in addressing critical questions facing the marketing industry today. First, the need for enhanced personalization. Second, the creation of emotionally intelligent content. Third, ethical considerations and cross-cultural adaptability. Fourth, long-term effectiveness. Fifth, the dynamic interplay between human marketers and AI.Through an interdisciplinary approach, encompassing fields such as AI, psychology, ethics, and marketing, this study examines in general the state of the art in GAI and EI integration, shedding light on how AI systems can be imbued with the capacity to perceive, understand, and respond to human emotions effectively. It delves into the ethical considerations that must underpin the development and deployment of emotionally intelligent marketing strategies, safeguarding consumer privacy and trust.Furthermore, this research investigates in general the cross-cultural adaptability of GAI-driven marketing strategies infused with EI, recognizing the importance of acknowledging cultural nuances in emotional expression and social norms. It evaluates the long-term efficacy of emotionally intelligent marketing, exploring whether such strategies foster enduring customer loyalty and brand affinity.Finally, this study navigates the evolving landscape of human-AI collaboration in marketing, defining the optimal roles of human marketers and AI systems in strategy development and execution.The goal of this research is to provide practical insights, ethical guidelines, and innovative strategies that enable marketers to leverage the complete potential of GAI in tandem with EI and social skills. The study envisions a future where marketing practices create genuine connections with consumers, encourage meaningful interactions, and drive sustainable business growth in a time marked by technological advancement and changing consumer expectations.


Keywords: Customer loyalty, Emotional Intelligence, Social Skills, generative artificial intelligence, strategic marketing leadership.

Behavioral Data Analysis in Emotional Intelligence of Social Network Consumers (Published)

Emotional intelligence is both characteristic of personality and intellectual capacity, which a person inherits from the genetic material of its parents and evolves – develops throughout lifetime. It refers to information processing capacity arising from the emotions and their utility to guide action in situations that require activation of the cognitive system. The purpose of the present research work is the application of Machine Learning and Data Mining methods for the evaluation of emotional IQ in a sample of students and social network consumers (age 18-26 years). Understanding how users behave when they connect to social networking sites creates opportunities for better interface design, richer studies of social interactions, and improved design of content distribution systems. The data were collected by completion of the self-report questionnaire Trait Emotional Intelligence (TEIQue) and used for the application of data mining methods. Then the collected data were selected for analysis, with relevant transformations in order to have a suitable form for the implementation of the respective machine learning algorithms included in the software package R. Furthermore, the parameters of the corresponding set of algorithms were determined depending on the case of application to produce inference rules. Some of the algorithms implemented according to specific research questions that were applied, were the classification algorithms (ID3 and J48) for the production of decision trees, regarding the four more general factors (welfare, self-control, emotionality and sociability) and in overall emotional intelligence. The results obtained, after weighing and criteria basis, present consumers’ rates, which in turn analyze the degree of emotional intelligence.

Keywords: Consumers, Data mining, Emotional Intelligence, Marketing, Social Networks, behavioral data

Reflective Counselling Technique and Emotional Intelligence Training in Managing Expressed Performance-Anxiety of Trainee Counsellors in South-South Nigeria (Published)

This study investigated effects of emotional intelligence and self-efficacy training in enhancing counselling efficacy of undergraduate counselling practicum trainees in South-East Nigeria. The study adopted pre-test-post-test, control group quasi-experimental design with a 3x2x2 factorial matrix. Simple random sampling technique was used to select ninety (90) Guidance and Counselling practicum undergraduates from three tertiary institutions in South-East Nigeria. The participants were randomly assigned to groups. Participants in the two treatment groups were exposed to eight weeks of emotional intelligence and self-efficacy training.  One instrument was used:  The Counsellor Activity Self-Efficacy Scale (CASES) (α= 0.97). Three hypotheses were tested at 0.05 level of significance. Data were analysed using Analysis of Covariance. There was a significant main effect of treatment on counselling efficacy scores of undergraduate counselling practicum trainees F(2,58)=55.140, P<0.05. Also, there was significant main effect of age on counselling efficacy scores of undergraduate counselling practicum trainees exposed to treatments (F (1,77) = 3.651, P < .05). However, there was no significant main effect of gender on counselling efficacy scores of undergraduate counselling practicum trainees exposed to treatment (F(1,77) = 0.741, P > .05). Emotional intelligence and self-efficacy training were effective in enhancing counselling efficacy of undergraduate counselling practicum trainees. Undergraduate counselling practicum trainees should be exposed to psychological intervention programmes such as emotional intelligence and self-efficacy training that would help enhance their counselling efficacy competence and capability to effectively dispense their professional service to humanity.

Keywords: Counselling Efficacy, Emotional Intelligence, Practicum Trainee, Self-Efficacy, Undergraduates, and South-East.


This study examines the effect of emotional intelligence on financial performance of commercial banks in Ghana from the perspective of the mediation role of relationship marketing, service quality and customer satisfaction. It goes further to indicate the relative impacts of these mediating variables on financial performance. A complete picture of the monetary effects of investing in the enhancement of employees’ emotional intelligence is hence the core of this paper. The study is a descriptive quantitative study in which a sample of 220 each of service providers and customers in 20 commercial banks in Ghana are used. Pearson’s correlation test, partial correlation test and ordinary least squares regression analysis were used to analyse data. According to findings, emotional intelligence positively relates to relationship marketing (r = .804, p = .000), service quality (r = .601, p = .000), customer satisfaction (r = .426, p = .000) and financial performance (r = .734, p = .000). Emotional intelligence also significantly predicts relationship marketing, service quality, customer satisfaction and financial performance by contributing 64.7%, 63.2%, 23.2% and 32% of the variance respectively. It is made evident that relationship marketing provides the most dominant mediation in the relationship between emotional intelligence and financial performance in the face of service quality and customer satisfaction. Commercial banks are therefore encouraged to deploy resources towards equipping their service providers with emotional intelligence

Keywords: Banks’, Customer Satisfaction, Emotional Intelligence, Financial Performance, Relationship Marketing, Service Quality, service providers


This study assesses the effect of relationship marketing on service quality and customer satisfaction from the perspective of the moderating role of emotional intelligence in the hospitality sector in Ghana. A descriptive quantitative research technique is employed. A random sample of 384 each of customers and customer service attendants of hotels, leisure centres, resorts and five-star restaurants in Accra are used as the source of data. According to findings, emotional intelligence makes a strong positive effect on relationship marketing at 5% significance level, r (288) = .785, p = .000. Though relationship marketing makes a strong positive effect on service quality (r = .712, p < .05) and customer satisfaction (r = .318, p < .05), these effects degenerate into negative ones when the effect of emotional intelligence on relationship marketing is controlled for. It is therefore recommended that firms in the hospitality sector give priority to equipping their customer service attendants with emotional intelligence to maximise service quality and customer satisfaction

Keywords: Customer Satisfaction, Emotional Intelligence, Hospitality Sector, Relationship Marketing, Service Quality


The popularity of emotional intelligence in service marketing is on the ascendency. Its popularity could also be attributed to its potential for business growth. This study seeks to analyse and verify the impact of emotional intelligence on organisational growth in the banking sector of Ghana. The study adopts a quantitative research technique in which hypotheses are tested to verify the relationship between emotional intelligence and organisational growth in terms of return on investment. The study is based on 20 banks in Ghana. Pearson’s correlation test, partial correlation test and ordinary least squares regression analysis were used in testing hypotheses. Findings of this study indicate that emotional intelligence is positively related to organisational performance (p < .05). Emotional intelligence also significantly predicts organisational performance (p < .05) with a variability of 30.6%, while it has a significant moderating effect on the relationship between customer satisfaction and business performance (p < .05). It is recommended that banks formalise and regularise their investments in the acquisition of emotional intelligence skills for maximum organisational performance.

Keywords: Banking, Emotional Intelligence, Organisational Performance, Service delivery

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