THE IMPACT OF EMOTIONAL ADVERTISII'IG ON CONSUMER BUYING BEHAVIOR WITH SPECIAL REFERENCE TO SOFT DRINK PRODUCT CONSUMERS IN AMPARA DISTRICT

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