Humanized advertising in the digital age
DOI:
https://doi.org/10.34630/tth.vi3.5072Keywords:
Influencers, Brand Humanization, Brands, Consumers, FollowersAbstract
Abstract
This article explores why brands use digital influencers to reach their target audiences and how consumers develop emotional connections to humanized brands.
The findings suggest that when a humanized brand increases a person's feelings of autonomy and relatedness and does not suppress feelings of competence, the person is likely to become more strongly attached to it.
This paper documents that emotional connections can be a determinant of consumer-brand relationships. The use of influencers for brand humanization has been shown to be very beneficial for any brand.
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