Beyond clicks and likes: a typology of affect in digital marketing

Purpose The purpose of this study is to analyze the evolving role of affective components within the digital marketing domain. Offering a comprehensive typology that synthesizes existing research and provides a structured path forward. Design/methodology/approach A literature review was conducted, supported by content analysis, adopting a longitudinal approach extending up to 2024. The study presents bibliometric indicators, temporal evolution, indexed collaboration between countries with significant publications on the topic, conceptual understanding of affect, a typology analysis and future research directions in the field. Findings The findings reveal that affect is a critical and emerging element in the digital marketing domain, especially since 2020. Six pivotal classes were identified: humanized brand building, personalized consumer experience, content marketing, consumer behavior in digital environments, affective responses in advertising and influencer marketing. These structures of knowledge provide insights into how brands can effectively connect with their consumers through authentic and affective components. Originality/value This study introduces an innovative conceptual typology that incorporates affect within the digital marketing domain. By identifying six distinct classes, it offers a novel framework for understanding the role of affect in creating more effective and meaningful brand-consumer relationships.