The impact of emotions en online consumer brand engagement

Abstract

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