Consumer happiness in the age of AI: exploring the emotional antecedents of purchase intention

In the digital era, the rapid expansion of artificial intelligence (AI) is redefining the foundations of value creation and competitiveness, challenging brands to connect with consumers who value not only efficiency and innovation but also authentic emotional bonds that foster meaning and well-being (Bag et al., 2021). This emerging sensitivity has driven emotional marketing strategies aimed at creating meaningful and human experiences (More, 2023). In this context, emotional marketing has positioned itself as a strategic tool capable of influencing both purchasing behaviour and consumer happiness, as well as identity-based brand connection, particularly in AI-driven environments (Guo, 2024). This becomes particularly relevant as AI increasingly standardises functional attributes, making emotional value a critical source of competitive differentiation.

From an academic standpoint, the study of emotional marketing is of notable importance due to its capacity to integrate psychological and symbolic dimensions that, until recently, were considered marginal in analyses of purchase intention (Bin, 2023). For corporations, this approach represents a strategic advantage in building loyalty and differentiation within saturated and highly competitive markets shaped by intelligent technologies (Shaukat and Farid, 2023). However, despite its transformative potential, gaps remain in understanding how emotions, happiness and the consumer’s symbolic self-connection with a brand can be articulated into a comprehensive model capable of robustly predicting purchase intention, especially in a context where AI is reshaping consumer expectations and standardising functional value (Nobi, 2024).

This issue becomes even more evident in regions such as Ibero-America and, particularly, in Mexico, where investment in emotional advertising increased by 32% between 2020 and 2023; however, there is still a lack of a sufficiently solid body of local research to guide this business trend (Robles and Wiese, 2023). Globally, it is estimated that nearly 70% of purchasing decisions are driven by emotional rather than rational factors (He et al., 2022). This gap between commercial practice and scientific evidence presents a significant challenge for advancing knowledge, particularly in emerging contexts, where understanding the interplay between emotions and well-being in consumption decisions is crucial for enhancing business competitiveness and sustainability in increasingly AI-driven markets (Gutiérrez-Rodríguez et al., 2023).

In line with the foregoing, various authors have emphasised the importance of strengthening the connection between emotional marketing and consumer happiness, given its potential to alter the way individuals perceive and interact with brands (Park and Yang, 2023). This relationship expands when considering symbolic dimensions, such as brand self-connection and its potential influence on purchase intention (Tien et al., 2024). Nevertheless, despite theoretical progress, an empirical gap persists regarding models that simultaneously integrate these four variables within a robust explanatory framework. Furthermore, studies focused on Ibero-American contexts remain scarce, limiting the regional transferability and applicability of international findings (Bian and Yan, 2022).

Therefore, the purpose of this research is to analyse the effect of emotional marketing, consumer happiness and brand self-connection on purchase intention within AI-driven consumption environments. This study seeks to contribute to the academic debate in three complementary ways: first, by integrating strategic psycho-affective variables within a single explanatory model; second, by generating empirical evidence from an underrepresented context, such as Mexico, in studies of emotional consumer behaviour; and third, by proposing managerial guidelines that foster the development of brands with a genuine emotional purpose, capable of balancing technological innovation, consumer well-being and organisational competitiveness.

To achieve this purpose, the article is structured as follows: the next section presents the theoretical framework and hypotheses; subsequently, the methodology and sample characteristics are described; the results and analysis are then detailed; and finally, the theoretical and practical implications are discussed, followed by suggestions for future research.

To support the proposed theoretical model and the resulting hypotheses, this section develops a comprehensive review of recent and relevant literature on the study variables. It first addresses the conceptual and empirical foundations of emotional marketing, followed by an analysis of consumer happiness, brand self-connection and, finally, purchase intention. Each subsection examines both the historical origins of the variables and their contemporary evolution, highlighting their relevance in current organisational contexts. In addition, recent empirical studies, particularly those conducted in Ibero-American settings, are incorporated to reveal theoretical gaps, inconsistencies in findings and opportunities for academic contribution.

The concept of emotional marketing has its roots in early theories of symbolic consumption, where emotions were first understood as central elements in consumer decision-making (Sharma et al., 2023). From the 1990s onwards, authors such as Roberts (2005), with his theory of lovemarks, expanded the understanding of how brands generate affective bonds that transcend the functional value of products. This approach marked a turning point in how organisations conceptualise their relationship with audiences, positioning emotions as a central strategic resource (Javed et al., 2024). Since then, emotional marketing has evolved into an approach that seeks to elicit positive affective responses, such as joy, nostalgia or empathy, as mechanisms of influence on consumer behaviour (Nguyen and Duong, 2024).

Conceptually, emotional marketing can be defined as the set of strategies designed to establish an affective connection between the consumer and the brand by appealing to deep emotions that shape perception, attitude and behaviour (Guo, 2024). This approach involves a narrative that connects with the consumer’s values, aspirations and memories, activating neurological and psychological mechanisms that contribute to the development of lasting bonds (Devi and Dineshbabu, 2025). In the current market environment, its importance lies in the fact that, in markets saturated with functionally similar products, emotional differentiation can become the primary source of competitive advantage (Nguyen, 2025). At an academic level, emotional marketing facilitates the integration of variables such as identity, happiness and attachment into more comprehensive explanatory models of purchasing behaviour, although prior research has largely examined these relationships through direct-effect approaches (Shaukat and Farid, 2023).

According to Jiménez-Marín et al. (2021), interest in emotional marketing has grown considerably in the Hispanic context, although theoretical and empirical gaps persist in its local application. In this regard, studies such as that of Fianto et al. (2022), conducted in Indonesia but with implications for similar emerging markets, highlight that emotional marketing on its own does not always generate a purchase intention. Regarding the relationship between emotional marketing and consumer happiness, several investigations have demonstrated a positive influence. For example, Park and Yang (2023) analysed 300 consumers of cosmetic products who interact with digital commerce on social media and concluded that emotional marketing characteristics significantly increase perceived happiness and purchase intention. In contrast, a study by Garg et al. (2023) found that the effect of emotional marketing on happiness is moderate.

Regarding brand self-connection, Tien et al. (2024) examined its relationship with emotional marketing. They concluded that positive emotional connection enhances both the bond with the brand and purchase intention. Conversely, Liu and Chelliah (2025) conducted a study with telecommunications consumers. They found that although perceived emotional value mediates the relationship between personal brand and purchase intention, it does not always generate a strong sense of self-connection when the brand does not align with the consumer’s personal values.

Finally, the relationship between emotional marketing and purchase intention has been widely examined. In a study conducted by Shaukat and Farid (2023), the authors demonstrated that the perception of emotional marketing has a significant influence on purchase intention, particularly when strong symbolic associations with the brand are present. However, recent findings by Wei et al. (2024) revealed that, in the absence of trust and prior brand knowledge, emotional campaigns may be ineffective and even counterproductive, especially for low-involvement products.

Based on the foregoing and considering both supportive literature and studies that introduce relevant nuances, the following research hypotheses are proposed:

Historically, the study of happiness has been examined from the perspectives of philosophy and positive psychology, although its application to the field of marketing is relatively recent (Cuesta-Valiño et al., 2023). In this regard, recent Ibero-American studies highlight that happiness in work and consumption contexts can be understood as a multidimensional construct that integrates well-being, purpose and emotional connection, elements that also extend to consumer behaviour (Salazar-Altamirano et al., 2025a).

Based on this configuration, consumer happiness is understood as a subjective state of well-being associated with purchasing and consumption experiences that integrates hedonic, cognitive and emotional dimensions (Yang et al., 2025). This phenomenon has gained increasing relevance in recent decades, as it is linked not only to satisfaction and loyalty but also to prosocial and sustainable consumption behaviours (Cachero-Martínez et al., 2023). According to the literature, consumer happiness can influence how brand experiences are processed, affecting repurchase intention, word of mouth and active consumer advocacy (Sato et al., 2023).

In the Ibero-American context, recent research has begun to link this construct with brand strategy. For example, Gutiérrez-Rodríguez et al. (2023) developed a structural model with 1,296 consumers in Spain and found that consumer happiness significantly mediates the relationship between brand engagement and purchase intention. This finding underscores the significance of creating positive and emotionally satisfying experiences as a means to foster customer loyalty. However, not all studies report positive effects. Shabbir and Syed (2021) analysed 330 consumers of branded clothing and found that although consumer happiness enhances brand advocacy, it did not have a significant impact on purchase intention.

Based on the above and considering both consistent findings and contrasts found in recent literature, the following research hypothesis is proposed:

From a historical perspective, the concept of brand self-connection originates in studies on consumer identity and personal branding, becoming consolidated in the marketing literature through the self-brand connection model proposed by Escalas and Bettman (2003). This variable refers to the psychological bond established when a brand represents, reinforces or expresses the consumer’s self-concept (Bhardwaj et al., 2024). In times when consumers seek authenticity and symbolic affinity, self-connection emerges as a strategy for differentiation and loyalty (Shimul and Phau, 2023). Moreover, this bond involves not only recognition but also an identity-based appropriation that transforms the brand into an extension of the self (DelVecchio et al., 2023). This form of symbolic identification presents parallels with models of organisational happiness, where the emotional connection between the individual and the entity translates into a stronger sense of belonging and commitment (Salazar-Altamirano et al., 2025b).

In the contemporary reality of Spanish-speaking countries, this construct has been examined in relation to brand experiences in the luxury and technology sectors. For example, a study by Ramadhan and Rusmaningsih (2022) with Burberry users revealed that brand self-connection reinforces repurchase behaviour through validation of the self-concept. In contrast, Rocha-Vallejos et al. (2022) in Peru examined 385 consumers of the e-commerce platform Linio and concluded that in emerging markets, self-connection does not guarantee product purchase.

Based on the above, the following research assumption is proposed:

Purchase intention has historically been recognised as a fundamental construct in consumer behaviour research, as it reflects the subjective probability that an individual will acquire a particular product or service (Zaki and Elseidi, 2023). Since its initial conceptualisation in models such as the theory of planned behaviour (Ajzen, 1991), it has evolved into a key metric for assessing the effectiveness of marketing, communication and positioning strategies. In a competitive and emotionally saturated environment such as the present one, its study is essential for understanding how consumers make decisions based not only on functional aspects but also on symbolic and affective ones (De Toni et al., 2021). It is particularly relevant in Latin American contexts, where cultural identity, collective values and perceptions of local and international brands significantly influence purchase desire (Areiza-Padilla and Cervera-Taulet, 2023).

Thus, authors such as Deng et al. (2024) argue that purchase intention should not be understood as a purely rational phenomenon but rather as the result of a complex interaction between emotions, attitudes, identity-based bonds and social conditions. It calls for research that integrates multidimensional and culturally contextualised approaches.

Based on the literature review conducted in September 2025 using the Scopus and Web of Science databases, no studies were identified in Spanish-speaking countries that explicitly analyse the mediating role of consumer happiness in the relationship between emotional marketing and purchase intention. Although some international studies, such as the one previously cited by Park and Yang (2023), have shown that positive emotional experiences, such as happiness generated through the consumption of social commerce content, can increase purchase intention in the cosmetics sector, no direct applications with a mediational focus were found in Latin American contexts, where indirect psychological mechanisms remain insufficiently explored. This absence represents a relevant theoretical and contextual gap that the present study seeks to address. Likewise, the documentary analysis did not identify research examining whether brand self-connection acts as a mediator between emotional marketing and purchase intention in Ibero-American countries. This supports the originality of the proposed model, which integrates emotional and symbolic variables under a mediational approach, thereby moving beyond traditional direct-effect models, an approach that remains underexplored in emerging economies.

Accordingly, the investigation extends the explanatory scope of the theory of planned behaviour (Ajzen, 1991) by incorporating affective variables, such as consumer happiness, and identity-based constructs, including brand self-connection, thereby offering a perspective that enriches traditional TPB explanations of behavioural intention. Rather than reproducing the original TPB structure, this study adopts an expanded framework in which emotional and symbolic mechanisms complement cognitive predictors of intention. As evidenced by studies on happiness and organisational behaviour in Latin American contexts (Salazar-Altamirano et al., 2025c), the integration of emotional variables may enhance the explanatory power of intention-based models.

It is therefore argued that these intermediate variables enrich the psychological decision-making process by demonstrating that emotional stimuli influence purchase intention not only directly but also through more complex mechanisms of personal meaning and subjective well-being. This approach is particularly valuable in cultural settings where emotionality plays a significant role in consumption, as is the case in Spanish-speaking regions. Consequently, the following hypothetical propositions are formulated:

To operationalise the theoretically proposed relationships and facilitate structural understanding of the model, Figure 1 is presented below. It schematically illustrates the formulated hypotheses, allowing visualisation of the direct and indirect connections between the variables: emotional marketing, consumer happiness, brand self-connection and purchase intention. The model also highlights the proposed mediating effects, providing clarity to the empirical approach of the study. The inclusion of this model synthesises the theoretical assumptions and simultaneously establishes the foundations for its statistical validation in line with the objectives of this research.

In line with the proposed theoretical model, this section presents the methodological design used to empirically analyse the relationships among the variables emotional marketing, consumer happiness, brand self-connection and purchase intention. The aim was to examine both the direct and indirect effects among these constructs to understand how emotions associated with consumption and symbolic connections with brands influence consumers’ purchasing decisions.

The study used a quantitative, non-experimental and cross-sectional approach, focusing on relational analysis through structural equation modelling (SEM). Data were collected using a structured questionnaire administered digitally to a non-probabilistic convenience sample of 524 participants. Participation was voluntary, confidential and anonymous, ensuring compliance with ethical research principles.

Regarding sociodemographic characteristics, 58.3% of participants identified as male and 41.7% as female. With respect to age, participants reported a mean of 20.2 years, a standard deviation of 0.897 and a range of 18–26 years, reflecting a predominantly young sample. This group is particularly relevant to the study, as young consumers are key drivers of emotional and digital interactions with brands and exhibit high sensitivity towards purchasing experiences grounded in well-being and authenticity (Bag et al., 2021).

Data were collected using a structured questionnaire composed of items measured through a five-point Likert-type scale, where 1 corresponded to “strongly disagree” and 5 to “strongly agree”. This scale was selected due to its ease of understanding and its capacity to accurately capture subjective perceptions, which is particularly useful in studies on consumer behaviour. The items were translated, adapted and linguistically validated for the Ibero-American context, ensuring semantic equivalence and cultural relevance.

Emotional marketing (EM) was measured using nine items adapted from Thomson, MacInnis, and Park (2005), which aimed to identify the consumer’s affective connection with purchasing experiences and with brands that evoke positive emotional responses. Consumer happiness (CH) was assessed through 14 items, based on Cuesta et al. (2023), covering hedonic, eudaimonic and well-being dimensions associated with the act of consumption.

Brand self-connection (BSC) was measured using nine items adapted from Escalas and Bettman (2003), focused on the symbolic and introspective identification of consumers with brands that reflect their self-concept. Finally, purchase intention (PI) was evaluated using four items adapted from Ajzen (1991), designed to capture an individual’s willingness to make purchases driven by positive emotions and meaningful experiences. The complete instruments are presented in  AppendixTable A1.

Data analysis was conducted using Jamovi software version 2.6.26 through the SEMj module, which enables the application of the CB-SEM approach, covariance-based structural equation modelling. In the first phase, a univariate analysis of the variables was conducted, considering measures of central tendency (mean and mode), dispersion (standard deviation) and distribution shape (skewness and kurtosis), to verify the statistical quality of the data and compliance with normality assumptions.

To control for potential biases derived from the use of self-report measures, Harman’s single-factor test was applied. The results indicated that the first factor explained less than 50% of the total variance, allowing for the exclusion of significant standard method bias (Podsakoff et al., 2003). Likewise, the reliability and validity of the measurement model were assessed using Cronbach’s alpha coefficients, composite reliability, CR and average variance extracted, AVE, to confirm internal consistency and convergent validity. It was complemented by the Fornell−Larcker criterion and the HTMT index to ensure discriminant validity among the theoretical constructs.

Finally, multivariate analysis was performed through covariance-based structural equation modelling, CB-SEM, an appropriate technique for testing causal relationships between latent variables and evaluating the overall fit of the model. This approach was selected because the study’s objective was to validate a theoretical model, making the CB-SEM method more suitable than PLS-SEM (Hair et al., 2019).

The statistical analysis began with an exploratory assessment of the constructs to verify the psychometric quality of the instrument and the adequacy of the items in relation to the theoretical model. Subsequently, Jamovi software was used to apply covariance-based structural equation modelling, CB SEM, which made it possible to examine the overall fit of the proposed model and to test the structural relationships among emotional marketing, consumer happiness, brand self-connection and purchase intention. This methodological procedure provided a solid framework for interpreting the results and for comprehensively understanding the direct and indirect effects among the study variables within the context of contemporary emotional consumption.

An exploratory factor analysis (EFA) was conducted to assess the validity of the constructs and the internal consistency of the scales corresponding to emotional marketing, consumer happiness, brand self-connection and purchase intention. The results showed factor loadings above 0.60, adequate communalities and significant correlations among the items, indicating a coherent factorial structure and strong relationships between the indicators and their respective factors. Likewise, the Kaiser−Meyer−Olkin (KMO) measure exceeded the minimum recommended value of 0.70, and Bartlett’s test of sphericity was significant (p < 0.001), confirming the suitability of the data for this type of analysis (Hair et al., 2019; Field, 2013). In addition, the variance explained by each construct was above 50%, ensuring adequate convergent validity.

Before examining the proposed structural relationships, the measurement model was assessed to ensure the reliability and validity of the constructs included in the theoretical model. This stage is essential because it verifies that the observed indicators adequately represent the conceptual dimensions they are intended to measure. This section presents the results related to convergent and discriminant validity, along with the global fit indices of the estimated structural model.

The evaluation of the measurement model was conducted in accordance with the criteria for convergent and discriminant validity established by Hair et al. (2019). Regarding convergent validity, all constructs presented Cronbach’s alpha values above 0.80, demonstrating adequate internal consistency. Similarly, the composite reliability, CR, coefficients exceeded the recommended threshold of 0.70, and the average variance extracted, AVE, values were greater than 0.50, indicating that the items explain a sufficient proportion of the variance of their respective factors.

Regarding discriminant validity, the Fornell−Larcker criterion and the HTMT index were used. The results showed that the square root of the AVE for each construct was higher than its correlations with the others, and that the HTMT values remained below the 0.85 threshold, confirming adequate differentiation among the variables (Fornell and Larcker, 1981; Henseler et al., 2015). These results, detailed in Table 1, demonstrate the reliability, validity and conceptual coherence of the scales used, supporting the suitability of the measurement model for analysing the structural relationships proposed in this study.

The fit of the structural model was examined using several absolute, incremental and parsimony fit indices, following the methodological recommendations of Hair et al. (2019). The results show that the model presents adequate fit levels across all analysed indicators. Regarding absolute fit, the CMIN value was 1007 (p < 0.001), an acceptable result considering its sensitivity to sample size. Likewise, the SRMR value of 0.046 and the RMSEA value of 0.065 were both below the 0.08 threshold, suggesting a satisfactory correspondence between the observed and estimated matrices.

With respect to incremental fit, the values for CFI (0.923), IFI (0.923) and TLI (0.915) exceeded the recommended threshold of 0.90, reflecting adequate coherence between the theoretical model and the empirical data. In terms of parsimony, the PGFI value of 0.734 and the CMIN/DF value of 2.540 fell within the acceptable ranges proposed in the literature (Mulaik et al., 1989). These results, summarised in Table 2, support the conclusion that the proposed model exhibits solid and conceptually consistent global fit, confirming its suitability for analysing the structural relationships established in this study.

After confirming the adequate fit of the structural model, hypothesis testing was conducted by estimating direct and indirect effects using the maximum likelihood method implemented in Jamovi software. Table 3 presents the standardised coefficients (β), together with their standard errors (SE), critical ratios (CR) and significance levels (p), which were used to determine whether each hypothesis was accepted or rejected.

The results revealed positive and statistically significant direct effects between emotional marketing and consumer happiness (H1: β = 0.849, p < 0.001) and between emotional marketing and brand self-connection (H2: β = 0.834, p < 0.001). The influence of emotional marketing on purchase intention was also confirmed (H3: β = 0.492, p < 0.001), along with the direct effects of consumer happiness (H4: β = 0.308, p < 0.001) and brand self-connection (H5: β = 0.137, p = 0.015) on the dependent variable. These results suggest that positive emotions and personal connections with brands significantly enhance consumers’ willingness to make a purchase.

Regarding mediation effects, consumer happiness was found to be a significant mediator in the relationship between emotional marketing and purchase intention (H6: β = 0.261, p < 0.001). Likewise, brand self-connection also played a mediating role in this relationship (H7: β = 0.114, p = 0.015). These findings confirm that emotional marketing strategies influence purchasing behaviour not only directly but also through affective and symbolic processes that amplify their psychological and behavioural impact.

Figure 2 presents the structural model estimated using the CB SEM approach, showing the direct and indirect relationships among emotional marketing, EM, consumer happiness, CH, brand self-connection, BSC and purchase intention, PI. The solid arrows represent statistically significant direct effects, while the dashed lines illustrate the indirect effects identified through mediating pathways. Each relationship is accompanied by its standardised coefficient (β) and significance value (p), allowing assessment of the strength and statistical relevance of each link within the proposed model.

The coefficients of determination, R², reflect the percentage of explained variance for each dependent variable. In this case, the model accounted for 72.5% of the variance in consumer happiness, 53.6% in brand self-connection and 73.7% in purchase intention. According to Hair et al. (2019), R² values above 0.50 are considered moderate to high in behavioural studies, indicating strong predictive capacity. Therefore, the results show that the proposed model possesses a robust and adequate explanatory level for analysing the emotional and psychological processes that influence purchase intention in contemporary contexts.

The results of the structural model supported most of the hypotheses. They highlighted the relevance of emotional marketing as a driver of positive experiences and purchasing behaviours in a context marked by the growing influence of AI. A significant effect of emotional marketing was observed on both consumer happiness and brand self-connection, which is consistent with Park and Yang (2023) and Guo (2024), who argue that strategies appealing to emotions strengthen affective bonds and well-being. However, prior research has reported more heterogeneous findings, suggesting that emotional marketing does not always translate into stronger behavioural intentions (Fianto et al., 2022) and may even be ineffective under conditions of low consumer involvement or limited brand familiarity (Wei et al., 2024). This result may be explained by the young profile of the sample, a group accustomed to digital interaction but particularly appreciative of emotional authenticity in contrast to the automation of commercial relationships (Bag et al., 2021).

The positive impact of emotional marketing on purchase intention supports the claims of Shaukat and Farid (2023) and Nguyen (2025), who argue that emotions play a decisive role in markets saturated with equivalent stimuli. In the age of AI, where algorithms personalise and standardise consumption experiences, emotions represent a differentiating element that humanises interactions with brands. Although technology optimises the purchasing process, the final decision continues to be determined by affective perceptions that reinforce the symbolic connection between consumer and brand.

The findings also suggest that both consumer happiness and brand self-connection positively influence purchase intention, in line with the findings of Gutiérrez-Rodríguez et al. (2023) and Escalas and Bettman (2003). However, this relationship has not been consistently observed across contexts, as prior research indicates that consumer happiness may enhance brand advocacy without necessarily translating into purchase intention (Shabbir and Syed, 2021). These results reinforce the idea that emotional well-being and symbolic identification are important mechanisms for fostering brand loyalty, particularly in digital environments where AI can make interactions more impersonal. In this sense, consumers appear to seek brands that offer a more human experience, one that aligns with their values and is capable of generating pleasure or meaning.

Finally, the mediation effects confirmed that both consumer happiness and brand self-connection act as psychological channels that amplify the influence of emotional marketing on purchase intention. Although the mediating effect of brand self-connection was comparatively smaller in magnitude, its statistical significance suggests that identity-based mechanisms still play a meaningful role in translating emotional marketing into behavioural intentions. This pattern aligns with behavioural research, where indirect effects are often more modest yet theoretically informative, as they capture complex psychological pathways rather than direct behavioural triggers. Nevertheless, the relatively lower magnitude of this indirect pathway indicates that emotional marketing may operate through multiple parallel mechanisms, not all of which are fully captured within the present model.

This finding is consistent with the theory of planned behaviour (Ajzen, 1991) and the propositions of Tien et al. (2024), showing that emotions and personal identification strengthen positive attitudes towards consumption. The results further suggest that in Ibero-American contexts, emotionality remains a central element in decision-making, reinforcing the need for brands to integrate technological strategies with more human approaches that prioritise empathy, authenticity and consumer well-being. Nevertheless, these findings should be interpreted with caution, as cultural orientations towards emotional expression and symbolic consumption may shape consumer responses, potentially limiting the direct generalisation of the results to other socio-cultural contexts.

In an era characterised by the expansion of AI and the digitalisation of interactions, the results of this study reaffirm the importance of emotional marketing as a relevant element in building meaningful relationships between consumers and brands. The findings indicate that consumer happiness and brand self-connection are key factors in explaining purchase intention, as they serve as psychological channels that amplify the impact of emotional experiences. The findings suggest that, despite technological advances, emotions remain at the core of consumption decisions and constitute an important source of symbolic value and well-being.

Based on this evidence, the findings point towards a managerial orientation centred on creating brands with a genuine emotional purpose, capable of balancing technological innovation with human connection. In a context where commercial communication tends towards automation, organisations could consider investing in strategies that strengthen authenticity, empathy and shared meaning with consumers. This approach does not oppose technology but complements it by placing the individual and their well-being at the centre of consumption experiences.

Marketing management today may be understood as a process that combines digital efficiency with emotional sensitivity. Brands that successfully integrate both components are more likely to differentiate themselves and build lasting relationships founded on trust and satisfaction. The results of this research highlight the relevance of revaluing the affective dimension of consumption in times of technological transformation, suggesting that even in the age of AI, emotions, values and the desire for authentic connection continue to shape consumer decisions.

The findings suggest that organisations should strengthen their marketing strategies through more deliberate emotional management aimed at enhancing consumer well-being. It is recommended that they design experiences that incorporate symbolic and affective elements capable of generating bonds of trust and meaning. In digital contexts where interactions are increasingly automated, the practical challenge lies in preserving authenticity and human sensitivity within brand communication. Integrating well-being and emotional connection metrics into the evaluation of commercial performance may become a key indicator of competitive value.

From a theoretical standpoint, this research provides evidence of the need to expand traditional consumer behaviour models by integrating variables of an emotional and symbolic nature. The study reveals that happiness and brand self-connection serve as essential explanatory mechanisms for understanding purchase intention, thereby contributing to a more comprehensive understanding of the decision-making process. This perspective encourages a rethinking of current marketing frameworks by incorporating affective dimensions that more accurately reflect the psychological and social reality of the contemporary consumer.

The findings highlight the importance of promoting more human and emotionally balanced consumption practices. In an era characterised by high technological exposure, emotional marketing can serve as a means to restore empathy and a sense of connection between people and brands. Encouraging interactions grounded in values, well-being and authenticity contributes not only to individual satisfaction but also to the development of a more conscious and responsible consumption culture, in which emotions act as a bridge towards social sustainability.

Although the results provide relevant evidence regarding the influence of emotional marketing on happiness, brand self-connection and purchase intention, the study presents several limitations. As it is based on a cross-sectional design, it is not possible to establish causal relationships with complete certainty, which suggests the need for longitudinal or experimental approaches in future research. Furthermore, the sample consisted mainly of young individuals, which aligns with the digital context in which the study is situated but limits the generalisability of the findings to other age groups.

Future studies could extend the analysis to different economic sectors and geographical regions, incorporating additional variables such as authenticity, trust or brand experience. Exploring these factors would enrich the understanding of the role of emotions in purchasing behaviour within an increasingly digitalised society oriented towards symbolic experiences.

The authors would like to express their sincere gratitude to all participants who generously contributed their time and insights to this study. We also acknowledge the support of all individuals and institutions who made this research possible.

The authors confirm that this research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.