THE EMOTIONAL CONNECTION: HOW EMOTIONAL MARKETING INFLUENCE CONSUMER PURCHASING DECISIONS

Emotional marketing has emerge a critical strategy for human emotions to influence consumer purchasing decisions by creating meaningful connections between brands and their audiences. This paper explores how emotional triggers such as joy, nostalgia, fear, and aspiration drive consumer behavior, enhance brand loyalty, and increase perceived product value. Through an analysis of successful emotional marketing campaigns, the research highlights the role of storytelling, imagery, and brand identity in shaping consumer perceptions and fostering long-term relationships. Ultimately, emotional engagement emerges as a powerful tool for driving sales and fostering brand advocacy.