PSYCHO-EMOTIONAL IMPACT OF DIGITAL CONTENT ON BEHAVIOR CONSUMERS

The purpose this research is finding out specific’s psycho-emotional influence digital content on behavior consumers and definition key elements that contribute formation emotionally relevant experience interactions. In the centre attention are such behavioral parameters like inclusion, trust and purchasing activity that allow to evaluate depth and quality influence emotional content in digital environment. In the conditions informational saturation and change valuable orientations consumers, questions emotional communication between brand and audience acquires special relevance. Within works resolved a series scientific and applied task: completed analysis modern theoretical approaches to study emotions in digital environment; systematized typology content that​ has emotional influence; researched connection between emotional fullness messages and behavioural reactions consumers. Based on received conclusions outlined practical ways to use psycho-emotional influence for development effective marketing strategies. Special attention given systematicity approach: defined stages integration emotional interactions in marketing communication, with an emphasis on meaningful relevance, ethics and adaptability to changes in the external environment. Results research can be used for development flexible digital marketing strategies focused on shaping long-term emotional connection with the target audience. They also constitute foundation for further research in the field behavioral economics, emotional content design and transformation consumer practices in the condition’s digitalization.