[8] INFLUENCE OF EMOTIONAL AND COGNITIVE FACTORS ON DIGITAL MARKETING EFFECTIVENESS: AN EMPIRICAL STUDY AMONG CONSUMERS IN BENGALURU

How to Cite the Article: Karthik P (2026). Influence Of Emotional and Cognitive Factors on Digital Marketing Effectiveness: An Empirical Study Among Consumers in Bengaluru. International Journal of Multidisciplinary Research & Reviews, 5(7),81-92. https://doi.org/10.56815/ijmrr.v5i7.2026.81-92

Abstract

Digital marketing has transformed the automobile industry by reshaping consumer engagement, purchase behaviour, and brand interaction through online platforms. The present study examines the influence of emotional and cognitive factors on digital marketing effectiveness in the automobile sector with special reference to Bengaluru. The study focuses on emotional dimensions such as safety and security, emotional traits, emotional ability, and visual appeal, along with cognitive dimensions including cognitive engagement, cognitive ability, brand value, and cognitive dissonance. A descriptive and analytical research design was adopted using both primary and secondary data. Primary data were collected from 300 respondents through a structured questionnaire administered through Google Forms and direct interaction. Statistical tools such as Cronbach’s Alpha, Chi-square test, ANOVA, and Multiple Regression Analysis were employed using SPSS software. The findings indicate that emotional and cognitive factors significantly influence consumer purchase intention in digital automobile marketing. Among the variables, brand value, emotional engagement, and cognitive ability emerged as strong predictors of digital marketing effectiveness. The study highlights the growing importance of psychologically driven digital marketing strategies in influencing automobile consumers in Bengaluru.