The Impact of Emotional Appeals on Consumer Engagement in Digital Advertising
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Abstract
Emotional appeals have become a cornerstone of digital advertising strategies, significantly influencing consumer engagement and brand perception. This study investigates the role of emotions in shaping consumer behavior within the digital landscape, focusing on how various emotional triggers—such as humor, fear, nostalgia, and empathy—affect engagement metrics, including click-through rates, sharing behaviors, and purchase intentions. By reviewing empirical studies and contemporary advertising campaigns, the research identifies key factors that enhance the effectiveness of emotional appeals, such as audience segmentation, cultural relevance, and platform-specific strategies. The findings reveal that emotional advertisements foster deeper psychological connections with audiences, leading to increased brand affinity and loyalty. Humor drives virality and shareability, fear appeals motivate immediate action, nostalgia cultivates personal connections, and empathy strengthens trust. Moreover, the study emphasizes the importance of aligning emotional appeals with brand identity to maintain authenticity and avoid negative consumer responses. Additionally, the research explores how demographic variables—such as age, gender, and cultural background—moderate the impact of emotional appeals. The study highlights the necessity of leveraging advanced analytics and consumer insights to personalize emotional content for specific target audiences. The implications for marketers underscore the value of integrating emotional intelligence into digital advertising strategies to optimize engagement, foster brand loyalty, and drive conversions in a competitive marketplace.