Résumé:
In today’s fast-paced digital world, brands are increasingly challenged to connect with
consumers on a deeper level. Rather than relying solely on product features, companies now
leverage emotional resonance as a key strategy to drive meaningful engagement. This
research investigates how emotional content shapes consumer interaction with brands in
online spaces, focusing on the dynamics of Online Consumer Brand Engagement (OCBE).
The theoretical section of this study explores the psychological foundations of emotions and
their relationship with cognitive processes, alongside a detailed overview of consumer
engagement and its emotional, cognitive, and behavioral facets. Particular emphasis is placed
on conceptual models such as the Stimulus–Organism–Response (SOR) framework, which
helps explain how emotional stimuli influence user responses online.
The practical part centers on a qualitative and quantitative case study of the “Petits Pas
Roses” digital campaign by Canbebe (Ontex Algeria), launched in October 2023. The
analysis draws from emotional content shared on the brand’s social media platforms and
insights gathered through in-depth interviews with industry professionals. The goal is to
assess how emotional storytelling, visual aesthetics, and message framing affect users’
engagement behavior.
Results indicate that emotions like tenderness, pride, and hope foster active participation
such as positive commenting, content sharing, and emotional bonding with the brand.
Additionally, low-arousal emotions, such as nostalgia or softness, were found to build quiet
yet lasting connections. The study further underscores the
