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The Role of Ethics in Creating Emotional Interaction with Brands in Digital Marketing
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Khalil Zahi Mohammad1   , Mohammad Bashokouh Ajirlou *2 , Ghasem Zarei3 , Naser Seifollahi3 |
1- Ph.D. Student in Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2- Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran , bashokouh@uma.ac.ir
3- Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran |
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Abstract: (14 Views) |
Background: In an era when companies are competing to differentiate their brands, establishing consumer-brand bonds at the sensory and emotional level is a necessity. Therefore, today, companies aim to create deeper, longer-term, and stronger brand attachments for consumers. To create such an attachment, brands must influence the moral and social values of the audience. Therefore, the present study aimed to examine the role of ethics in creating emotional interaction with brands in digital marketing.
Method: This research falls into the category of qualitative studies. The main approach of this study is thematic analysis and the three-stage thematic analysis framework proposed by King and Horrocks (2010) was used. The research population included specialists, experts, and university professors of marketing and brand management in Iraq, 19 of whom were selected using the theoretical sampling method until theoretical saturation was reached. The interview tool was semi-structured and finally the data were analyzed using the triple coding method.
Findings: A total of 116 initial codes (theoretical saturation process of selected codes) were created from a total of 19 interviews, which were counted after merging similar codes and eliminating redundant items, and 91 final open codes were counted. Then, based on the results of these counted open codes, they were classified into 20 core codes.
Conclusion: Emotional branding shapes the relationship between the consumer and the product by arousing emotions and can lead to greater customer loyalty. Emotional brand engagement in digital marketing is a transformative tool for building lasting loyalty and increasing return rates because it places consumer emotions at the center of strategy and differentiates brands from competitors. In digital marketing, to achieve such emotional engagement, special attention needs to be paid to ethical values, along with visual techniques and innovations. |
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| Keywords: Ethics, Emotional Brand Engagement, Digital Marketing |
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Full-Text [DOCX 4712 kb]
(11 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2026/03/28 | Accepted: 2026/06/8 | Published: 2026/09/1 | ePublished: 2026/09/1
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