Role and Influence of Emotions in Construction of Consumer Loyalty in a Digital Environment

Abstract

The study of consumer behavior is a complex and specific task. The results of this task are completely rooted in the construction of a successful marketing strategy that can be implemented successfully in a digital environment as well. Different generations of consumers have different views, expectations and requirements regarding the construction and implementation of various marketing activities, but the basis remains consumer emotions, experiences and commitment, which to a large extent predetermine the desire and realization of a purchase or its refusal. The article consistently portrays the role and importance of loyalty, the influence of modern technology in sync with emotions to achieve loyalty on the part of consumers, presents the individual dimensions of the online experience of consumers.