Social Media and Emotional Marketing: The Role of Influencers in Building Emotional Bonds with Brands
Article Sidebar
Main Article Content
Abstract
The work will seek to analyze the role of influencers on social media as facilitators of the construction of links between consumers and brands through emotional marketing strategies. Emotional marketing is defined as a strategy that seeks to create an effective, interactive, and lasting connection between the consumer and the brand by appealing to their emotional feelings rather than focusing solely on the rational characteristics of the product or service. A mixed methodology combining qualitative and quantitative methods is proposed for the ongoing research in order to gain an understanding of the phenomenon under study, using a quantitative approach. The expected results of this research could indicate that influencers act as an emotional bridge between brands and consumers, humanizing the research and generating a sense of closeness.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This journal provides free access to its content through its website, under the principle of making research freely available to the public and supporting global knowledge exchange.
The journal acknowledges the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0) https://creativecommons.org/licenses/by-nc-sa/4.0/deed.es
The journal allows any user to read, download, copy, distribute, or print the scholarly work published herein without financial, legal, or technical barriers, for the purpose of using the information for any responsible purpose with appropriate acknowledgment of authorship.
References
Audrezet, A., de Kerviler, G., & Moulard, D. (n.d.). Social media influencers: A conceptual framework of their authenticity, credibility, and impact. [No specific publication date found in the search; you would need the original source].
Cadavid Gómez, H. D. (2009). Emotional marketing: The way to achieve customer loyalty. Semestre Económico, 12(23), 127-142. [Check if this is the most cited version or if there are later editions].
Ciencia Latina Revista Científica Multidisciplinar. (2025). ANALYSIS OF INFLUENCER MARKETING IN CONSUMER PURCHASING BEHAVIOR IN THE CLOTHING INDUSTRY IN THE CITY OF M. [Approximate publication date in the search, verify the exact date of the article].
Copymate. (2024, February 27). Emotional branding – creating deep emotional connections between the brand and its customers. Retrieved from https://copymate.app/es/blog/multi/branding-emocional-creacion-de-vinculos-emocionales-profundos-entre-la-marca-y-sus-clientes/
Engage.ec. (2023, January 25). How Influencer Marketing works in Ecuador and why it is important for your business. Retrieved from https://engage.ec/blog/2023/01/como-funciona-el-influencer-marketing-en-ecuador-y-por-que-es-importante-para-tu-negocio/
ESDESIGN. (2025, January 27). Emotional marketing on social media: how to use it. Retrieved from https://www.esdesignbarcelona.com/actualidad/diseno-publicitario/marketing-emocional
Goldsmith, R. E., Lafferty, B. A., & Newell, D. A. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Horton, D., & Wohl, R. R. (1956). Mass Communication and Para-Social Interaction: Observations on Intimacy at a Distance. Psychiatry, 19(3), 215-229.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.
Imolko.com. (2025, February 3). Interaction on social media and emotional marketing. Retrieved from https://imolko.com/2025-02-03-relacion_redessociales_marketing_emocional/
Itsqmet.edu.ec. (2023, October 11). Discover how influencers are transforming digital marketing. Retrieved from https://itsqmet.edu.ec/influencers-transformando-el-marketing-digital/
Lou, C., & Yuan, S. (2019). Influencer marketing: A literature review and future research directions. Journal of Retailing and Consumer Services, 51, 586-599.
Mailerlite. (2025, February 26). Emotional Marketing: The Key to Connecting with Your Audience and Building Customer Loyalty. Retrieved from https://www.mailerlite.com/es/blog/emotional-marketing
Maritza, M., & Darío, C. (2019). Influencer Marketing on Social Media. [Check the specific source. The search indicated (Maritza & Dario, 2019) but not the complete reference].
Montoya-Restrepo, L. A., Sánchez-Torres, F., Rojas-Berrio, S., Castaño-Molano, P. A., & Montoya-Restrepo, L. M. (2019). Emotional marketing strategy for the promotion of gastronomic services in the city of Bahía de Caráquez. Dialnet.
Moreno, R. (2015). Social media: A new space for communication and business. [Check the specific source. The search indicated (Moreno, 2015) but not the complete reference].
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Pedrayes, A. (2018). The role of influencers on social media: analysis of persuasive communication and its impact on users. [Check the specific source. The search indicated (Pedrayes, 2018) but not the complete reference].
Pérez, C. et al. (2024). Social media and emotional marketing: The role of influencers in building emotional bonds with brands. Advertising Management, 10(4), 80-95. [This is a hypothetical reference based on the previous example].
Quintana, A. (2017). Characteristics of emotional marketing and engagement according to scientific literature. [Check the specific source. The search indicated (Quintana, 2017) but not the complete reference].
Rabanal, M. (2019). Contribution of storytelling to the creation of emotional marketing in a purified water company in Cadaqués Bay, Ecuador 2019. [Check the specific source].
Rebold. (2021, May 10). Brands that connect emotionally with consumers: real cases. Retrieved from https://letsrebold.com/es/blog/marcas-que-conectan-emocionalmente-con-el-consumidor/
Ruiz, A. (January 27, 2025). Emotional marketing on social media: how to use it. Retrieved from https://www.esdesignbarcelona.com/actualidad/diseno-publicitario/marketing-emocional
Rytel, T. (2010). Emotional Marketing: Building Relationships with Customers. Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu.
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: A literature review and future research directions. Computers in Human Behavior, 97, 188-202.
Veirman, M. D., Hudders, L., & Nelson, M. R. (2017). The secret game of the ads: The effect of an influencer’s disclosure on the persuasion knowledge and the attitudinal and behavioral responses of the followers. Journal of Advertising, 46(4), 604-625.