The role of emotional appeals in advertising effectiveness

This study conducts a bibliometric analysis of the academic literature on emotional appeals in advertising to identify key trends, thematic clusters, and the evolution of advertising effectiveness. The Scopus database was used for data collection, which provides access to a wide range of peer-reviewed publications in fields such as marketing, psychology, and social sciences. The analysis shows that interest in emotional appeals in advertising has significantly increased since the 1980s, especially after 2015, when digital platforms and new technologies had a significant impact on advertising methods and strategies. Key theoretical concepts, such as the Elaboration Likelihood Model (ELM) and the Affect Transfer Hypothesis (ATH), remain essential for understanding how emotional appeals influence consumer behavior, including brand perception and purchase decision-making. The analysis also identified several research clusters, including topics such as emotional vs. rational appeals, cross-cultural differences in advertising perception, and ethical aspects of digital advertising. It is important to note the growing interest in neuromarketing and the personalization of advertising strategies using new technologies. This study highlights the importance of emotional appeals in digital marketing, emphasizing personalized content, influencer marketing, and real-time consumer interaction. Future research should consider cultural differences and ethical issues, as well as the use of technologies such as artificial intelligence to enhance the effectiveness of advertising strategies.