The Influence of emotional marketing appeals on customer satisfaction among Safaricom customers in Nairobi County

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dc.contributor.authorManingi, S. B.
dc.date.accessioned2025-10-29T12:04:49Z
dc.date.available2025-10-29T12:04:49Z
dc.date.issued2025
dc.descriptionFull - text undergraduate research project
dc.description.abstractOver 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.
dc.identifier.citationManingi, 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
dc.identifier.urihttp://hdl.handle.net/11071/15808
dc.language.isoen
dc.publisherStrathmore University
dc.titleThe Influence of emotional marketing appeals on customer satisfaction among Safaricom customers in Nairobi County
dc.typeThesis
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