INFLUENCE OF EMOTIONAL ADVERTISING ON CONSUMER BUYING BEHAVIOUR. A STUDY OF CONSUMER OF BABY CARE PRODUCTS IN AWKA.

Marketers increasingly utilize emotional appeals as a strategic tool in advertising to enhance consumer engagement and drive sales. This study explores the impact of emotional advertising appeals (love, humor, happiness, and excitement) on consumer buying behavior, with a focus on baby care products. Employing a descriptive survey design, data were collected through a questionnaire-based survey involving 387 respondents who were consumers of baby care products in Awka metropolis. The data were analyzed using arithmetic mean and standard deviation, while multiple regression model were applied for hypothesis testing. The findings reveal a significant positive relationship between emotional advertising and consumer purchasing behavior. Emotions such as love, humor, and excitement were found to significantly influence buying decisions. The study concludes that baby care brands can leverage emotional appeals, particularly love, to highlight the parent-child bond, and use humor and excitement to create engaging, memorable advertising content. These emotional connections between brands and consumers can foster brand loyalty and enhance consumer experience.