Analysis of Digital Emotional Branding Strategies and Their Influence on Enhancing Consumer Loyalty in the Online Culinary Industry

Tiago Mourinho; Kenzo Alvaro

doi:10.51903/tzbpbj78

Authors

Tiago Mourinho Universitas Hasanudin, Kota Makassar, Sulawesi Selatan, Indonesia
Kenzo Alvaro Universitas Hasanuddin, Kota Makasar, Sulawesi Selatan, Indonesia

DOI:

https://doi.org/10.51903/tzbpbj78

Keywords:

Digital Emotional Branding, Consumer Loyalty, Online Culinary Industry, Digital Marketing Strategy, Brand Emotional Engagement

Abstract

The digital transformation of the online culinary industry has significantly reshaped how brands build emotional connections with their consumers. This study aims to analyze the influence of digital emotional branding on enhancing consumer loyalty within Indonesia’s online culinary industry. Employing a mixed-methods sequential explanatory design, this research integrates quantitative data from 100 survey respondents and qualitative insights from 10 key informants, obtained through in-depth interviews. Quantitative data were analyzed using SPSS 26 to assess the relationship between emotional branding and loyalty. In contrast, qualitative data were analyzed using NVivo 12 Plus to identify emotional themes, including digital intimacy, brand narrative authenticity, and consumer attachment. The findings reveal that digital emotional branding has a positive and significant effect on consumer loyalty. Consumers tend to remain loyal to brands that create authentic emotional experiences through engaging and interactive digital content. This study contributes to the development of emotion-based digital marketing theory and offers practical implications for online culinary businesses to strengthen personalized, meaningful digital communication strategies. Overall, the study underscores that the success of digital culinary brands depends not only on product quality but also on their ability to foster deep emotional bonds with consumers in the digital space.

References

Abbas, U., Islam, K. M. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of Brand Image on Customer Loyalty with the Mediating Role of Customer Satisfaction and Brand Awareness. International Journal of Marketing Research Innovation, 5(1), 1–15. https://doi.org/10.46281/ijmri.v5i1.987

Aborisade, R. A., Ocheja, A., & Okuneye, B. A. (2024). Emotional and Financial Costs of Online Dating Scam: A Phenomenological Narrative of the Experiences of Victims of Nigerian Romance Fraudsters. Journal of Economic Criminology, 3, 100044. https://doi.org/10.1016/j.jeconc.2023.100044

Awasthi, A., Nneoma, N. R., Shukla, P., Kumari, S., Sahil, S., Gandhi, N. K., & Agustin, F. E. (2024). The Role of Emotions in Consumer Brand Loyalty: A Neuromarketing Approach. International Journal of Tourism & Hospitality in Asia Pacific (IJTHAP), 7(1), 104–116. https://doi.org/10.32535/ijthap.v7i1.2901

Chauhan, J. S. (2023). Brand Loyalty and Its Impact on Repeat Purchase Behaviour of Customers: A Cross-Sectional Study in the FMCG Context. PsychologyandEducation, 55(1), 684–692. https://doi.org/10.48047/pne.2018.55.1.83

Damayanti, A., Mutia, A., & Ifazah, L. (2024). Pengaruh Citra Merek, Harga dan Religiusitas terhadap Keputusan Pembelian Lipstik pada Mahasiswi di Kota Jambi. Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis, 3(1), 66–88. https://doi.org/10.51903/jimeb.v3i1.699

Gocer, O., Boyacioglu, D., Karahan, E. E., & Shrestha, P. (2024). Cultural Tourism and Rural Community Resilience: A Framework and Its Application. Journal of Rural Studies, 107, 103238. https://doi.org/10.1016/j.jrurstud.2024.103238

Hole, G., Hole, A. S., & McFalone-Shaw, I. (2021). Digitalization in the Pharmaceutical Industry: What to Focus on under the Digital Implementation Process? International Journal of Pharmaceutics: X, 3, 100095. https://doi.org/10.1016/j.ijpx.2021.100095

Kumar, M., Dev, S., Khalid, M. U., Siddenthi, S. M., Noman, M., John, C., Akubuiro, C., Haider, A., Rani, R., Kashif, M., Varrassi, G., Khatri, M., Kumar, S., & Mohamad, T. (2023). The Bidirectional Link Between Diabetes and Kidney Disease: Mechanisms and Management. Cureus, 15(9), e45615. https://doi.org/10.7759/cureus.45615

Lestari, S., Wahib, M., & Susanto, A. (2024). Peran Emotional Branding dalam Meningkatkan Loyalitas Konsumen: Studi pada Industri Makanan dan Minuman. Jurnal Manajemen dan Administrasi Bisnis (JUMASIS), 1(1), 1–10. https://ijemabetsos.com/index.php/jumasis/article/view/25

Liu, H., Jayawardhena, C., Shukla, P., Osburg, V. S., & Yoganathan, V. (2024). Electronic Word of Mouth 2.0 (eWOM 2.0) – The Evolution of eWOM Research in the New Age. Journal of Business Research, 176, 114587. https://doi.org/10.1016/j.jbusres.2024.114587

Miftahurrohman, M., & Muthohir, M. (2019). Sistem Informasi Akuntansi Harga Pokok Produksi dengan Metode Activity Based Costing pada UKM Ukir Jepara. Kompak: Jurnal Ilmiah Komputerisasi Akuntansi, 12(2), 1–8. https://doi.org/10.51903/kompak.v12i2.31

Muhammad Dairobi, & Anisah, H. U. (2024). Influence of Digital Literacy, Customer Intimacy, and Brand Image on Competitive Advantage. Open Access Indonesia Journal of Social Sciences, 7(3), 1506–1516. https://doi.org/10.37275/oaijss.v7i3.243

Nadeem, M. (2024). Generative Artificial Intelligence [GAI]: Enhancing Future Marketing Strategies with Emotional Intelligence [EI], and Social Skills? British Journal of Marketing Studies, 12(1), 1–15. https://doi.org/10.37745/bjms.2013/vol12n1115

Nivornusit, R., Kraiwanit, T., & Limna, P. (2024). Food Delivery Competition in the Digital Economy: Price War Strategy in a Developing Country. Digital Business, 4(1), 100076. https://doi.org/10.1016/j.digbus.2024.100076

Nuralam, I. P., Yudiono, N., Fahmi, M. R. A., Yuliaji, E. S., & Hidayat, T. (2024). Perceived Ease of Use, Perceived Usefulness, and Customer Satisfaction as Driving Factors on Repurchase Intention: The Perspective of the E-Commerce Market in Indonesia. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2413376

Priyanto, A. W., Putri, R. A., & Qosidah, N. (2025). Consumer Perceptions of Sustainability Labels on Fashion Products and Their Influence on Purchase Intention. Jurnal Ilmiah Manajemen, Ekonomi Dan Bisnis, 4(3), 01–09. https://doi.org/10.51903/k9zmt935

Purnami, N. M., Mujiati, N. W., Danyathi, A. P. L., Sari, U. S. K., & Darmada, D. K. D. M. P. (2025). Culinary Connections: The Mediating Role of Customer Brand Co-Creation Behavior in Gastronomic and Revisit Intentions. Innovative Marketing, 21(1), 26–36. https://doi.org/10.21511/im.21(1).2025.03

Ramineni, S., Bhardwaj, M., & G, S. K. (2024). Landscapes of Unique Vernacular Communities: Changing Social Geography and Cultural Practices of the Kodagu Community, Karnataka, India. International Society for the Study of Vernacular Settlements, 11(7), 58–73. https://doi.org/10.61275/isvsej-2024-11-07-04

Sardesai, S., D’Souza, E., & Govekar, S. (2024). Analysing the Impacts of Artificial Intelligence Service Quality and Human Service Quality on Customer Satisfaction and Customer Loyalty in the Hospitality Sector. Turizam, 28(1), 37–48. https://doi.org/10.5937/turizam28-45450

Subroto, V. K., Kusumajaya, R. A., Tumbur, W., & Tobing, M. L. (2024). The Business Model of the Mass Media Industry in the Era of Artificial Intelligence (AI) Development in Indonesia. Journal of Management and Informatics, 3(2), 230–249. https://doi.org/10.51903/jmi.v3i2.31

Sudirjo, F., Vivid Violin, Akmal Abdullah, Ifadhila, & Muhammad Subhan Iswahyudi. (2023). The Effect of Promotion, E-Service Quality and Price on Customer Satisfaction and Its Implication on Loyalty of Tokopedia Customers. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(5), 1724–1728. https://doi.org/10.35870/jemsi.v9i5.1473

Tao, J., & Gao, X. (2022). Teaching and Learning Languages Online: Challenges and Responses. System, 107, 102819. https://doi.org/10.1016/j.system.2022.102819

Wang, S., & Ismail, A. I. Bin. (2024). Emotional Resonance Under Cross-Border Integration: Application and Practice of Photography and Interactive Installation Art in Education. Artseduca, 2024(40), 248–260. https://doi.org/10.58262/artseduca.4019

Yulistiyono, A., Andriani, E., & Rukmana, A. Y. (2023). Transformation of Modern Culinary Entrepreneurs: Strategies and Challenges in the Face of the Modern Era. West Science Journal Economic and Entrepreneurship, 1(03), 155–161. https://doi.org/10.58812/wsjee.v1i03.157

Zhijun, J., Zhu, R., Liang, X., & Shen, Y. (2021). Several Issues Worthy of Attention in Current Lacustrine Shale Oil Exploration and Development. Petroleum Exploration and Development, 48(6), 1471–1484. https://doi.org/10.1016/s1876-3804(21)60303-8