2nd International Conference on Humanities, Art and Social Studies (HAS 2025)

Accepted Papers

Building Emotional Resilience: Understanding, Developing, and Applying It Across Contexts

Sarath Perera, Sri Lanka

ABSTRACT

Emotional resilience is the capacity to adapt to stress, adversity, and challenging circumstances (Goleman, 1995). This article explores its definition, the science behind its development, and its significance in personal, educational, and psychological contexts. It provides practical strategies for fostering emotional resilience through activities, examples, and classroom applications, emphasizing the collaborative roles of educators, parents, and psychologists.

Keywords

Emotional Resilience, Psychology, Mental Wellbeing.

Marketing Strategies to Engage Multicultural Consumers

Nazanin Weck, Walden University, U.S.A

ABSTRACT

The lack of marketing strategies that engage multicultural consumers is a concern for marketing managers because it can adversely impact their business profitability and sustain market competitiveness. Grounded in identity management theory (IMT), this study was conducted to explore the marketing strategies that successful marketing managers use to engage multicultural consumers. Data collection involved semi structured interviews, analysis of public company documents, and a systematic review of secondary sources, including social media content and corporate websites. Through thematic analysis, five key themes were identified: (a) partnerships and feedback analysis, (b) cultural representation, (c) tailored messaging and strategies, (d) digital and social media use, and (e) trust building and community engagement. The findings revealed that developing culturally sensitive marketing approaches that reflect, and respect diverse cultural identities can help build trust among community partners and multicultural consumers and increase engagement with the multicultural communities.

Keywords

Diversity and Equity, Multicultural, Communication, Marketing Strategy.