EMOTIONAL MARKETING IN ADVERTISING ACTIVITIES UNDER GEOPOLITICAL CHALLENGES: CULTURAL AND ETHICAL CONTEXT
Abstract
The article examines the specific features of applying emotional marketing in advertising management in Ukraine under the conditions of wartime turbulence. The study emphasizes the growing role of emotions as a key driver of consumer behavior, particularly in times of crisis, when advertising shifts from product promotion to the creation of symbolic and supportive messages. The aim of the research is to explore the dominant emotional patterns in Ukrainian advertising and to compare them with international practices in the United States, Europe, and the Middle East. The methodology is based on content analysis of advertising campaigns launched between 2022 and 2025, combined with cross-cultural comparison and synthesis of secondary data, including surveys and industry reports. The findings demonstrate that while international advertising relies heavily on universal patterns such as joy, innovation, and lifestyle appeals, Ukrainian consumers react most strongly to patriotism, authenticity, solidarity, and social responsibility of brands. Campaigns that highlight national resilience, volunteerism, and collective identity appear particularly effective. At the same time, the study underlines the ethical boundaries of emotional marketing in wartime contexts, stressing the need to avoid manipulative practices, exploitation of trauma, or over-dramatization. Instead, authenticity, transparency, and alignment between emotional appeals and real brand actions are essential for building consumer trust. The practical value of the study lies in offering a framework for developing advertising strategies that are both effective and socially responsible. The article provides recommendations for brands on how to integrate emotional triggers such as hope, resilience, and solidarity into their advertising without crossing ethical limits. These insights can guide companies in designing campaigns that not only enhance consumer engagement and loyalty but also contribute to the broader societal resilience in times of crisis.
References
Aaker J. L. Dimensions of brand personality. Journal of Marketing Research. 1997. Vol. 34, No. 3. P. 347–356. DOI: https://doi.org/10.2307/3151897
Bagozzi R. P., Gopinath M., Nyer P. U. The role of emotions in marketing. Journal of the Academy of Marketing Science. 1999. Vol. 27, No. 2. P. 184–206. DOI: https://doi.org/10.1177/0092070399272005
Lindstrom M. Brand sense: How to build powerful brands through touch, taste, smell, sight and sound. London: Kogan Page, 2005.
Krishna A. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology. 2012. No. 22(3). P. 332–351. DOI: https://doi.org/10.1016/j.jcps.2011.08.003
Mooij M. D. Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks: Sage Publications, 2004.
Shahid S., Tato R., Kumar S., Waseem M. The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing. 2022. No. 39(7). P. 1398–1412. DOI: https://doi.org/10.1002/mar.21661
Kato T. Functional value vs emotional value: A comparative study of the values that contribute to a preference for a corporate brand. International Journal of Information Management Data Insights. 2021. No. 1(2). DOI: https://doi.org/10.1016/j.jjimei.2021.100024
Otamendi F., Sutil Martín D. The emotional effectiveness of advertisement. Frontiers in Psychology. 2020. No. 11. DOI: https://doi.org/10.3389/fpsyg.2020.02088
Saratian E. T. P., Efendi M., Utami M. P. Emotional intelligence in marketing: Connecting brands with consumers. Jurnal Informatika Ekonomi Bisnis. 2024. Vol. 6, No. 3. P. 471–475. DOI: https://doi.org/10.37034/infeb.v6i2.897
Guo Z. Emotional marketing and consumer behavior. Advances in Economics, Management and Political Sciences. 2024. Vol. 81. P. 266–272. DOI: https://doi.org/10.54254/2754-1169/81/20241703
Родінова Н. Л. Аналіз ефективності емоційного маркетингу в умовах конкурентного ринку. Академічні візії. 2024. № 35. No. 35. DOI: https://doi.org/10.5281/zenodo.13626776
Шостак Л., Ліпич Л., Морохова В., Миронова Н. Особливості формування маркетингової стратегії розвитку підприємства в умовах цифрової трансформації, економіко-політичних змін та воєнного часу. Трансформаційна економіка. 2023. № 4(04). С. 86–90. DOI: https://doi.org/10.32782/2786-8141/2023-4-15
Зозульов О., Москаленко О. Особливості нейромаркетингу та актуальність використання айтрекінгу при тестуванні веб-сторінок. Маркетинг в Україні. 2018. № 1. С. 29–36. URL: http://nbuv.gov.ua/UJRN/Mvu_2018_1_3
Радченко Г., Пінтусов А. Трансформація інструментів емоційного маркетингу в процесі прийняття рішень під час воєнного стану в Україні.Scientific Collection «InterConf». 2024. № 216. С. 14–22. URL: https://archives.interconf.center/index.php/conference-proceeding/article/view/399
Зубченко В., Герасименко І., Осипенко Н. Маркетингові комунікації в умовах війни: виклики та напрями впливу на купівельну поведінку. Економіка та суспільство. 2024. № 60. DOI: https://doi.org/10.32782/2524-0072/2024-60-20
Яловега Н. І. Marketing communications in the conditions of war: challenges and ways of promoting goods. Scientific Notes of Lviv University of Business and Law. 2023. № 37. С. 373–379. URL: https://nzlubp.org.ua/index.php/journal/article/view/824
Alsharif A., Salleh N. Md, Baharun R. To better understand the role of emotional processes in decision-making. International Journal of Academic Research in Economics and Management Sciences. 2021. 10(2). P. 49–67. DOI: http://dx.doi.org/10.6007/IJAREMS/v10-i2/9883
Albdour A., Agiel A., Ghoudi K. Assessing the emotional affordance of brand image and foreign image based on a physiological method using examples from Dubai: Exploratory study. Buildings. 2022. No. 12(10). 1650. DOI: https://doi.org/10.3390/buildings12101650
Spivakovskyy S., Spivakovska T., Zozulov O. Designing online communication mix for machinery manufacturers. International Journal of Business Performance Management. 2022. Vol. 23(1–2). P. 166–185. DOI: https://doi.org/10.1504/IJBPM.2022.119574
Бовшовська С. Емоційний маркетинг під час війни: побудова лояльності до вашого бізнесу. Mind. 2023, 3 листопада. URL: https://mind.ua/openmind/20264935-emocijnij-marketing-pid-chas-vijni-pobudova-loyalnostido-vashogo-biznesu
Spivakovskyy S., Spivakovska T., Bazherina K. Mobile marketing tools in the market of restaurant food delivery services in Ukraine. Transnational Marketing Journal. 2021. Vol. 9(1). P. 129–149. DOI: https://doi.org/10.33182/tmj.v9i1.1015
Малиш О. Емоційний креатив брендів в умовах війни: дозволені та заборонені прийоми. 2022. URL: https://www.restorator.ua/post/war_brand_emotions
Бородій А. Сприйняття рекламного креативу під час війни: звіт за результатами дослідження Google та Kantar. 2022. URL: https://services.google.com/fh/files/events/webinar.pdf
Сідельникова А. Як робити маркетинг під час війни. 2022. URL: https://skvot.io/uk/blog/marketing-during-the-war
Дмитрик К. Маркетингові комунікації під час війни: 2023 vs 2022. Apteka online. 2024. URL: https://www.apteka.ua/article/685865
Єрмакова Я., Симоненко К. Маркетинг під час воєнного стану: канали комунікації, трансформація бізнесу і стратегій: спільний проєкт RAU і Promodo. 2023. URL: https://rau.ua/novyni/marketing-strategij-rau-promodo/
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, Vol.34(3), pp. 347–356. DOI: https://doi.org/10.2307/3151897
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, Vol.27(2), pp.184–206. DOI: https://doi.org/10.1177/0092070399272005
Lindstrom, M. (2005). Brand sense: How to build powerful brands through touch, taste, smell, sight and sound. London, UK: Kogan Page.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, No.22(3), pp. 332–351. https://doi.org/10.1016/j.jcps.2011.08.003
Mooij, M. D. (2004). Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks, CA: Sage Publications.
Shahid, S., Tato, R., Kumar, S., & Waseem, M. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, No.39(7), pp. 1398–1412. DOI: https://doi.org/10.1002/mar.21661
Kato, T. (2021). Functional value vs emotional value: A comparative study of the values that contribute to a preference for a corporate brand. International Journal of Information Management Data Insights, No.1(2). DOI: https://doi.org/10.1016/j.jjimei.2021.100024
Otamendi, F., & Sutil Martín, D. (2020). The emotional effectiveness of advertisement. Frontiers in Psychology, No.11. DOI: https://doi.org/10.3389/fpsyg.2020.02088
Saratian, E. T. P., Efendi, M., & Utami, M. P. (2024). Emotional intelligence in marketing: Connecting brands with consumers. Jurnal Informatika Ekonomi Bisnis, Vol.6(3), pp. 471–475. DOI: https://doi.org/10.37034/infeb.v6i2.897
Guo, Z. (2024). Emotional marketing and consumer behavior. Advances in Economics, Management and Political Sciences, Vol. 81, pp. 266–272. DOI: https://doi.org/10.54254/2754-1169/81/20241703
Rodinova, N. L. (2024). Analiz efektyvnosti emotsiinoho marketynhu v umovakh konkurentnoho rynku [Analysis of the effectiveness of emotional marketing in a competitive market]. Akademichni vizii, No.35. DOI: https://doi.org/10.5281/zenodo.13626776 [in Ukrainian].
Shostak, L., Lipych, L., Morokhova, V., & Myronova, N. (2023). Osoblyvosti formuvannia marketynhovoi stratehii rozvytku pidpryiemstva v umovakh tsyfrovoi transformatsii, ekonomiko-politychnykh zmin ta voiennoho chasu [Features of forming a marketing strategy for enterprise development under digital transformation, economic-political changes, and wartime]. Transformatsiina ekonomika, No.4(04), pp. 86–90. DOI: https://doi.org/10.32782/2786-8141/2023-4-15 [in Ukrainian].
Zozulov, O., & Moskalenko, O. (2018). Osoblyvosti neyromarketynhu ta aktualnist vykorystannia aitrekinhu pry testuvanni veb-storinok [Features of neuromarketing and relevance of using eye-tracking in website testing]. Marketing v Ukraini, No.1. pp. 29-36. Retrieved from: http://nbuv.gov.ua/UJRN/Mvu_2018_1_3 [in Ukrainian].
Radchenko, H., & Pintusov, A. (2024). Transformatsiia instrumentiv emotsiinoho marketynhu v protsesi pryiniattia rishen pid chas voiennoho stanu v Ukraini [Transformation of emotional marketing tools in the decision-making process during martial law in Ukraine]. Scientific Collection “InterConf”, No.216, pp. 14–22. Retrieved from: https://archives.interconf.center/index.php/conference-proceeding/article/view/399 [in Ukrainian].
Zubchenko, V., Herasymenko, I., & Osypenko, N. (2024). Marketynhovi komunikatsii v umovakh viiny: vyklyky ta napriamy vplyvu na kupivelnu povedinku [Marketing communications in wartime: challenges and directions of influence on consumer behavior]. Ekonomika ta suspilstvo, No.60. DOI: https://doi.org/10.32782/2524-0072/2024-60-20 [in Ukrainian].
Yaloveha, N. I. (2023). Marketing communications in the conditions of war: Challenges and ways of promoting goods. Scientific Notes of Lviv University of Business and Law, No.37, pp. 373–379. Retrieved from: https://nzlubp.org.ua/index.php/journal/article/view/824.
Alsharif, A., Salleh, N. Md, & Baharun, R. (2021). To better understand the role of emotional processes in decision-making. International Journal of Academic Research in Economics and Management Sciences, No.10(2), pp. 49–67. DOI: http://dx.doi.org/10.6007/IJAREMS/v10-i2/9883
Albdour, A., Agiel, A., & Ghoudi, K. (2022). Assessing the emotional affordance of brand image and foreign image based on a physiological method using examples from Dubai: Exploratory study. Buildings, No.12(10), 1650. DOI: https://doi.org/10.3390/buildings12101650
Spivakovskyy, S., Spivakovska, T., & Zozulov, O. (2022). Designing online communication mix for machinery manufacturers. International Journal of Business Performance Management, Vol.23(1–2), pp. 166–185. DOI: https://doi.org/10.1504/IJBPM.2022.119574
Bovshovska, S. (2023, November 3). Emotsiinyi marketynh pid chas viiny: pobudova loyalnosti do vashoho biznesu [Emotional marketing during the war: building loyalty to your business]. Mind. Retrieved from: https://mind.ua/openmind/20264935-emocijnij-marketing-pid-chas-vijni-pobudova-loyalnostido-vashogo-biznesu [in Ukrainian].
Spivakovskyy, S., Spivakovska, T., & Bazherina, K. (2021). Mobile marketing tools in the market of restaurant food delivery services in Ukraine. Transnational Marketing Journal, Vol.9(1), pp. 129–149. DOI: https://doi.org/10.33182/tmj.v9i1.1015
Malysh, O. (2022). Emotsiinyi kreatyv brendiv v umovakh viiny: dozvoleni ta zaboroneni pryomy [Emotional brand creatives during the war: allowed and prohibited techniques] Retrieved from: https://www.restorator.ua/post/war_brand_emotions [in Ukrainian].
Borodiy, A. (2022). Spriiniattia reklamnoho kreatyvu pid chas viiny: zvit za rezultaty doslidzhennia Google ta Kantar [Perception of advertising creatives during the war: report based on Google and Kantar research]. Retrieved from: https://services.google.com/fh/files/events/webinar.pdf [in Ukrainian].
Sidelnikova, A. (2022). Yak robyty marketynh pid chas viiny [How to do marketing during the war]. Retrieved from: https://skvot.io/uk/blog/marketing-during-the-war [in Ukrainian].
Dmytryk, K. (2024). Marketynhovi komunikatsii pid chas viiny: 2023 vs 2022 [Marketing communications during the war: 2023 vs 2022]. Apteka online. Retrieved from: https://www.apteka.ua/article/685865 [in Ukrainian].
Yermakova, Ya., & Symonenko, K. (2023). Marketynh pid chas voiennoho stanu: kanaly komunikatsii, transformatsiia biznesu i stratehii: spilnyi proekt RAU i Promodo [Marketing during martial law: communication channels, business and strategy transformation: joint project RAU and Promodo]. Retrieved from: https://rau.ua/novyni/marketing-strategij-rau-promodo/ [in Ukrainian].
This work is licensed under a Creative Commons Attribution 4.0 International License.
