The Influence of emotional marketing appeals on customer satisfaction among Safaricom customers in Nairobi County
Date
2025
Authors
Maningi, S. B.
Journal Title
Journal ISSN
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Publisher
Strathmore University
Abstract
Over the past years, researchers have studied the importance of emotional appeals in influencing consumer behavior and satisfaction. Emotions play a key role in consumer decision-making since attitude, perception, and purchase intentions are influenced (Acharya, 2018). As firms try to establish ongoing relations with their target audiences, the relationship between emotional marketing appeals and consumer happiness has become a top priority. As the evolution in advertising advanced, theorists and practitioners went deeper into the psychological underpinnings of emotional appeals. Theories such as ELM (Elaboration Likelihood Model) and EAR (Emotional-Affective Response Model) created frameworks that defined how precisely the process of emotional stimuli influences the cognitive processing of information and thus leads to a certain kind of decision making (Dhandhnia & Tripathi, 2018). These theories underlined how imperative emotional resonance is to the making of persuasive marketing messages.
Description
Full - text undergraduate research project
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Citation
Maningi, S. B. (2025). The Influence of emotional marketing appeals on customer satisfaction among Safaricom customers in Nairobi County [Strathmore University]. http://hdl.handle.net/11071/15808