Emotional Intelligence and Brand Personality: Shaping Consumer Behavior in the Age of Artificial Intelligence
Year: 2024
Type: conference-paper
Study design: Systematic Review
Abstract: When digital tools progress consumers naturally adopt new shopping habits. Customers define their relationship with their brands through Brand Personality which aids companies in planning their buying plans. When customers feel emotions, they apply their emotional skills to decide what products to purchase. Marketing professionals need to understand why customers make emotional choices when they shop through digital means. Customers show stronger brand loyalty when a company selects traits that match their emotional requirements. By examining customer details SE develops customized digital marketing actions to better engage customers through Artificial Intelligence technology. Our work combines Emotional Intelligence analysis with Brand Personality data and AI technology to develop better consumer experience knowledge. Researchers applied PRISMA methods as they studied published literature about this topic. Our research shows how merging Emotional Intelligence and Business Platform technology helps improve how consumers connect with AI service designs.
Authors: Sakthirama Vadivelu, Mohanasundari Thangavel, Leena Laksana
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413915537