Emotional marketing as a means of influencing consumer behavior

Obniavko Oleksandr
PhD in Economics, Associate Professor, of The Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail: deansfpk@ukr.net, ORCID: https://orcid.org/0000-0002-1299-3789

Polyanska Olga
Senior Lecturer of The Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail: olga_polyanskaya@ukr.net, ORCID: https://orcid.org/0000-0001-9147-329X

Baltian Yana
a student of the first (bachelor's) level of higher education of The Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail: yanabaltian@gmail.com

Karapira Oleksandra
a student of the first (bachelor's) level of higher education of The Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail: karapiras@gmail.com

Received: 12.06.2025    Аpproved: 25.06.2025    Рublished online: 25.07.2025

Cite this article:

Obniavko O., Polyanska O., Baltian Y., Karapira O. (2025) Emotional marketing as a means of influencing consumer behavior. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Emocijnyj marketyng jak sposib vplyvu na povedinku spozhyvachiv.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 6 (331), pp. 87-94.

Abstract

The purpose of this article is to substantiate the relevance and effectiveness of emotional marketing as a strategic tool for influencing consumer behavior and enhancing brand loyalty. In an increasingly competitive and saturated market environment, companies are striving to establish deeper and more meaningful connections with their audiences. Emotional marketing, by appealing to human feelings, memories, and values, plays a crucial role in creating lasting impressions and fostering strong emotional bonds between brands and consumers. The study employs a comparative analysis of traditional and emotional marketing approaches to highlight their differences in terms of objectives, tools, and psychological impact on the target audience. The research is based on the examination of real-world advertising campaigns by globally recognized brands, which successfully integrated emotional elements into their communication strategies. The article also explores various emotional marketing methods, including storytelling, sensory branding, and cause-related marketing, and how they align with campaign goals and audience characteristics. A step-by-step algorithm is proposed for implementing emotional marketing into brand strategies. The results of the study show that emotional marketing significantly affects consumer decision-making by triggering emotional responses that influence attitudes, perceptions, and purchasing intentions. The analyzed advertising campaigns demonstrate that when emotional triggers are effectively used, they can increase customer engagement, brand loyalty, and word-of-mouth marketing. The proposed implementation algorithm offers practical guidance for integrating emotional tactics into brand strategies. Additionally, the article identifies and describes key performance indicators (KPIs) used to evaluate the effectiveness of emotional marketing efforts, such as emotional resonance, brand recall, customer retention rate, and customer satisfaction levels. The scientific novelty of the study lies in the structured and practical approach to emotional marketing integration, which goes beyond theoretical discussion. Unlike previous research that often focuses solely on the psychological aspects of emotional influence, this article bridges the gap between theory and application. It introduces a clear, step-by-step implementation model and highlights the interdependence between emotional marketing methods and campaign-specific factors such as target audience profiles and strategic objectives. The findings of this research are of practical significance for marketers, brand managers, and communication strategists. The provided insights and structured algorithm can be used to develop more effective emotional campaigns tailored to the emotional needs and preferences of target audiences. This approach not only enhances the emotional appeal of brand communication but also improves overall marketing performance. Companies applying these principles can differentiate themselves in competitive markets, foster stronger brand-consumer relationships, and ultimately achieve sustainable business growth through emotional value creation.

Keywords

emotional marketing, consumer behavior, emotional marketing methods, consumer needs.

JEL classification: M310; M370; D910; L820; M100;DOI: https://doi.org/10.32680/2409-9260-2025-6-331-87-94

UD classification: 339.138:159.9

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