Marketing works of Emotions

Is there math behind emotion? Can you measure a kiss? Did you ever wonder how many kisses lead to a marriage? Is there a metric for those magical moments, for human emotion, the very substance for all things great? Those irreplaceable moments where an authentic connection occurs, the one that grows an already deepening relationship.
These are the moments people most covet and equally fear, but this is the exact metric for greatness, brands and people alike. This type of marketing was once thought to not exist in the digital space, but it does. It exists in a big way.

An online store-builder company Shopify approached  new project. Their  benevolent and innovative goal was to create a safe and inspirational digital space for budding entrepreneurs. There wasn't the question of, "For every dollar we spend for a copy of a product, how many new acquisitions will be made?" There wasn't complication behind it, their goal was simple: to build a relationship and to do so through unmatched generosity and education.
The new wave of marketing, with all the talk of likes and tweets, really whittles down to one thing: basic, human connection. It comes down to trust, guidance, and authenticity. "No longer are click-throughs as an isolated metric relevant. The better and perhaps more difficult question to ask is, why would anyone want to talk about you? I'll give you a hint: It isn't because of your latest banner ad." This new method asks people to step out of the box, and make people talk by actions. But is this new approach raising the bar to better standards, or is it on the border line with ethics when it fails?