EMOTIONAL IMPACT ON THE RETAIL CUSTOMER THROUGH DIGITAL MARKETING

Ekaterine Urotadze

E-mail: ekaterine.urotadze@tsu.ge

Associate Professor, Ivane Javakhishvili Tbilisi State University

Tbilisi, Georgia

https://orcid.org/0000-0002-9680-8084

Natia Tsakadze

E-mail: natia.tsakadze@tsu.ge

PHD Student, Ivane Javakhishvili Tbilisi State University

Tbilisi, Georgia

https://orcid.org/0000-0002-9680-8084

Abstract: The intensive use of digital technologies in the twenty-first century greatly increases the need for digital marketing in every business sector, including retail, which in turn makes it interesting to see what emotional impact digital marketing has on retail customers.

The paper examines emotional impact as one of the important factors influencing retail consumer behavior. One of the fundamental models for the study of consumer behavior is the "stimulus-organism-response" model. According to the model, the emotions experienced by the consumer are part of the "organism" and play a major role in both the purchase decision and the formation of a loyal customer. Therefore, the paper focuses on the emotions experienced by retail customers, as well as on the means of direct emotional impact.

Retailers are spending more and more energy and resources to make an emotional impact on the customer. In many cases, emotional influence on the consumer's decision-making process has a positive effect, but negative consequences are also common. The article analyzes the positive and negative emotions experienced by retail customers, their causes and possible consequences.

Keywords: Emotional impact, consumer, digital marketing, retail.

JEL classification: M30; M31