Digital Transformation And The Emotionalization Of Consumer Journeys

The digital transformation has immensely changed the consumer journey structure by incorporating the latest technological devices like artificial intelligence, data analytics, and digital platforms into the marketing ecosystems. The emotionalization of consumer relations is also among the critical results of this change, and companies in this context are creating more and more experiences that provoke emotional response and psychological sense of brand connection. This paper identifies the impact of digital change on the emotional aspect of consumer experiences. The article suggests a model of relationship between digital capabilities and emotional consumer engagement throughout the purchase process using conceptual analysis and secondary data assessment. The results point to personalization algorithms, engaging environments, and immersion as digital platforms as the way to increase emotional resonance and customer loyalty. The digital transformation theory, the emotional marketing framework, and the consumer behavior framework are intertwined in the study, and it has contributed to the literature.