MANAGING IMPRESSIONS IN DIGITAL MARKETING BASED ON AN EMOTION MAP IN THE EXPERIENCE ECONOMY

Abstract

Managing digital marketing amid high market turbulence and changing consumption patterns has become particularly important as a tool to engage audiences and maintain business revenue. This article substantiates the theoretical foundation for developing an Emotion Map for digital marketing as a tool to manage the emotional tone of content, identifies key elements in impression formation in digital marketing, and highlights the role of emotions in audience engagement. A reflexive approach to evaluating users’ emotional reactions is revealed, based on characterizing emotions by valence, activation strength, and their role in impression formation, allowing marketing teams to make informed decisions regarding content strategies. The study developes an Emotion Map for digital marketing that systematizes the range of emotions users may experience when interacting with content, indicating the strength of influence and valence. An integral indicator − the weighted average valence of content − is developed to quantitatively assess the overall emotional tone of materials. Methodological recommendations for the practical use of the Emotion Map in digital marketing are proposed, including reflexive identification of emotions, calculation of weighted average valence, and interpretation of its values to guide decisions on content modification. An interpretation scale for the weighted valence indicator is provided, enabling the assessment of the desirability of the emotional tone and supporting decisions to enhance users’ emotional engagement. It is determined that using the Emotion Map in digital marketing promotes sustainable emotional interaction between users and brands, avoids undesirable negative emotional tones, and creates content with emotional resonance effects for the target audience to improve communication effectiveness and business revenue stability.