Emotional marketing: Features and prospects of application in the conditions of war in Ukraine

Abstract

The purpose of the study is to examine the essence, effectiveness, specifics and possibilities of using emotional marketing in a full-scale war, as well as to identify key emotional triggers that affect consumer behavior and brand competitiveness in crisis situations. The main factors of emotional influence, development trends and challenges facing companies in wartime are summarized. The processes of transformation of human behavior in times of war have increased the importance of new approaches to communication, among which emotional marketing plays a significant role. Marketing in modern realities is no longer limited to rational arguments about a product, and the emphasis is shifting to creating a deep emotional connection between the brand and the consumer. Emotional marketing has become a key part of modern marketing strategies as emotions have a powerful influence on consumer decision-making. The use of emotional triggers, personalization, sensory marketing, and the latest technologies helps companies not only attract customers but also build long-term emotional connections and relationships with them. The analyzed data shows that color scheme, musical effects, personalization, and storytelling are the most effective tools for evoking a positive emotional response from consumers. At the same time, the use of negative emotions, such as fear or anxiety, can also be an effective way to attract attention, especially in areas related to security, medicine, or social issues. The experience of companies that actively implement emotional marketing, even in the context of the war in Ukraine, proves that the right emotional communications can not only increase sales but also build a sustainable brand image. In addition, the integration of emotional impact into marketing campaigns helps brands to effectively adapt to changes in consumer preferences, which is especially important in the context of global economic challenges. In the context of the war in Ukraine, when people's behavior is changing dramatically, their purchasing power is decreasing, and security, social values and stability are becoming a priority, emotional marketing allows companies to effectively adapt their strategies while remaining relevant and close to their audience.

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