THE ROLE OF EMOTIONAL MARKETING IN DIGITAL AD CAMPAIGNS

AUTHOR – PRABHAKAR SINHA, STUDENT AT GIBS BUSINESS SCHOOL

BEST CITATION – PRABHAKAR SINHA, THE ROLE OF EMOTIONAL MARKETING IN DIGITAL AD CAMPAIGNS, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 497-512, APIS – 3920-0007 | ISSN – 2583-7230

ABSTRACT

Emotional marketing has revolutionized digital advertising by shifting the focus from rational appeals to emotional connections, thereby influencing consumer behavior and decision-making. In today’s competitive landscape, where consumers are bombarded with countless advertisements, brands that successfully evoke emotions gain a distinct advantage in capturing attention, fostering engagement, and driving conversions. This paper explores the significance of emotional marketing in digital ad campaigns, delving into its psychological foundations, key emotional triggers, effectiveness in brand storytelling, and future trends.