Social Media and Emotional Marketing: The Role of Influencers in Building Emotional Bonds with Brands

The work will seek to analyze the role of influencers on social media as facilitators of the construction of links between consumers and brands through emotional marketing strategies. Emotional marketing is defined as a strategy that seeks to create an effective, interactive, and lasting connection between the consumer and the brand by appealing to their emotional feelings rather than focusing solely on the rational characteristics of the product or service. A mixed methodology combining qualitative and quantitative methods is proposed for the ongoing research in order to gain an understanding of the phenomenon under study, using a quantitative approach. The expected results of this research could indicate that influencers act as an emotional bridge between brands and consumers, humanizing the research and generating a sense of closeness.