EMOTIONAL MARKETING AS A STRATEGIC TOOL FOR DIGITAL LENDING PLATFORMS IN EMERGING MARKETS

In emerging nations, digital lending platforms experience specific issues in gaining the confidence of underbanked communities, breaking down obstacles to financial literacy, and establishing trustworthiness. This study looks at how digital lenders can use emotional marketing techniques as effective tools to engage with consumers, encourage adoption, and create long-lasting relationships in these rapid marketplaces. We investigate how emotional appeals might change the lending experience from transactional to transformative by analyzing consumer behaviour patterns, cultural contexts, and successful case studies. Keywords: Emotional marketing, Digital lending, Financial Inclusion.