Leveraging Digital Emotional Branding in Transforming the Agricultural Industry
DOI:
https://doi.org/10.11594/nstp.2025.4765Keywords:
Emotional branding, digital marketing, consumer engagement, agricultural sector, storytelling, brand loyaltyAbstract
This study examines the role of digital emotional branding in enhancing consumer engagement and driving sales within the agricultural sector. Emotional branding, implemented through platforms such as Instagram and Facebook, serves as a powerful tool to form deeper emotional connections with consumers, which significantly influences their purchasing behavior. By focusing on storytelling and sustainability, agricultural brands can increase consumer loyalty and drive sales. This study finds that emotional branding campaigns led to a 6% increase in consumer engagement, as well as a 25% increase in monthly sales. Additionally, 60% of consumers reported stronger emotional connections to the brand, and 50% expressed a higher likelihood of repurchasing. The study also highlights the varying effectiveness of different digital platforms, with Instagram and Facebook showing the highest engagement rates, particularly through Instagram Stories. These findings underscore the importance of emotional branding in fostering consumer relationships, loyalty, and long-term business growth in the agricultural industry.
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