Abstract:
This study was conducted to identify the impact of emotional advertising on consumer
buf ing behavior. The research is limited to high involvement products specifically soft
drink products. It also aims to assess the most influentiai advertising appeal that impacts
the buying decision of the consumers. A quantitative approach was used" and the
questionnaire-based survey was conducted using a sampie size of 250 respondents and
their responses to different appeals like love, humor, happiness, and excitement were
recorded. The hypothesized model has been tested using factor analysis and structural
equation modeling (SEM). The results show a positive impact of emotions like love.
humor, and happiness in influencing the purchase intention of the consumers. The paper
conl.rnns the positive relationship between emotional advertising and consumer buying
behavior concerning the soft drink products
There are many soft drink industries in the market today and there are many difibrent
types of soft drinks under dilferent brand names. Therefore, marketers pay more
attenticn to advertisements in their promotional activities to promote the sales of their
products. This is because advertisements can reach the customer veiy
quickly. Marketers use emotions as their main weapon-. They are trying hard to attract
custorners through ernotional advertisements.
The purpose of this research was to identify the impact of emotional advertising on
consumer buying behavior based on consumer perspectives. The research is limited to
high involvement products specifically soft drink products. It also aims to assess the
most influential advertising appealthat impacts the buying decision of the consumers.
Furthermore, as today's consumers are at a very high level, their involvement in the
production process hetps to eft-ectively introduce innovations, and it is clear that
emotional advertising contributes to changing consumer buying behavior. A
quantitative approach was used, and the questionnaire-based survey was conducted
using a sample size of 250 respondents and their responses to different appeals like
love, humor, happiness, and excitement were recorded. The hypothesized model has
been tested using factor analysis and structural equation modeling (SEM). The results
show a positive impact of emotions like love, humor, and happiness in influencing the
purchase intention of the consumers. The paper confirms the positive relationship
between emotional advertising and consumer buying behavior concerning soft drink
products
