The Role of Emotional Attachment in Shaping Consumer Behaviour Patterns in Digital Marketing

The rapid growth of digitisation has lowered entry barriers to many markets. Consequently, the current supply market in most sectors has become heavily saturated with the presence of similar quality and feature products and services from numerous companies, while buyers have gained the ability to influence brand activities through the digital space. This has led to the functional characteristics of products or services no longer being the sole and key decision-making factors for purchases. To differentiate their offerings among similar ones, one effective method is to create a unique emotional experience and emotional attachment of consumers to brands. The aim of this study is to identify specific factors contributing to the creation of emotional attachment of consumers in the digital environment. The empirical part of the study is of a mixed nature and consists of both qualitative and quantitative research methods. The findings indicate that emotions are an important component of consumer experience, capable of significantly influencing consumer decisions. Emotional attachment, in turn, contributes to increased sales, customer loyalty, reduced price sensitivity, consumer engagement with brand content on social media, and the intention to spread word-of-mouth about the brand. However, attachment based on deep emotions arises towards brands offering products for pleasure, soul, or entertainment. Consumers generally do not emotionally attach to brands if they purchase their products out of necessity and acute need. According to the research results, the aesthetics of the brand, trust in the brand, positive emotions, alignment of consumer values with brand values, and brand authenticity have the greatest impact on consumers' perception of emotional attachment. Influencer marketing is identified as one of the most effective tools in digital marketing, contributing to the creation of emotional attachment. The conclusions drawn in this work contribute to current knowledge about the emotional component of marketing, branding, and consumer behaviour in the digital environment.