research papers on emotional marketing

Research papers on emotional marketing examine how businesses use feelings to influence consumer behavior. They analyze strategies like storytelling, visuals, and branding that evoke emotions such as happiness, trust, or nostalgia. These studies reveal that emotional connections can enhance brand loyalty, increase purchasing likelihood, and improve overall customer engagement. By understanding how emotions impact decision-making, marketers can craft more effective campaigns that resonate deeply and foster long-term relationships with consumers.