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Persuasive Communication and Emotional Appeals: The Contribution of Psychology

In: Sustainable Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Sara Bocci Benucci

    (Department of Experimental and Clinical Medicine, University of Florence)

  • Cristian Di Gesto

    (Department of Experimental and Clinical Medicine, University of Florence
    Sapienza University of Rome)

Abstract

Within luxury marketing, persuasive communication serves as a foundational element that underpins the success of campaigns targeting potential consumers. This chapter delves into the significance of persuasive communication within the luxury brand landscape, with a particular focus on leveraging emotional appeals in crafting advertising campaigns within the realm of social media. Emotional branding and the strategic deployment of emotional appeals play a critical role in luxury brand marketing, necessitating companies to adjust their strategies to effectively engage consumers and sustain their competitive advantage in the ever-evolving luxury market. Furthermore, the chapter explores the emergence of new emotional trends, such as eco-emotions, and examines how luxury brands can integrate these trends to communicate their commitment to sustainability. Emphasizing the strategic utilization of social networks as potent platforms for disseminating and amplifying companies’ sustainability values and initiatives to a broader audience, this chapter underscores the importance of leveraging digital channels for sustainability communication in the luxury sector. Through the exploration of key insights, the chapter outlines essential considerations for designing and executing tailored persuasive communication-based campaigns that effectively communicate sustainability messages to target audiences.

Suggested Citation

  • Sara Bocci Benucci & Cristian Di Gesto, 2025. "Persuasive Communication and Emotional Appeals: The Contribution of Psychology," Springer Books, in: Wilson Ozuem & Silvia Ranfagni & Cindy Millman (ed.), Sustainable Digital Marketing for Fashion and Luxury Brands, chapter 0, pages 165-188, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-82467-8_8
    DOI: 10.1007/978-3-031-82467-8_8
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