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The Role Of Narrative Structure In Shaping Consumer Behaviour: Lessons From Tv And Brand Storytelling
- * Corresponding Author
- Ayomiposi, Feyisekemi Akinwale *
- Received June 2025, 1st Revision July 2025, Accepted August 2025, Published online: October 2025
Abstract
This paper discusses how emotional intelligence (EI) can be used in the marketing of products to increase consumer engagement and to achieve large-scale personalization. It is based on systematic literature review and compares case studies of Nike, Netflix and Spotify. The study offers a four dimensional EI framework adapted for AI-driven personalization pipelines, synthesises evidence on emotional appeals and creative content strategies, and on modern AI capabilities, and connects each dimension of EI to practical elements of personalization systems.
Main results indicate how multimodal sentiment detection, modular emotional-content architectures, and feedback-oriented optimization loops are important design components for emotionally intelligent personalization. The paper also considers ethical and regulatory concerns, suggesting privacy-preserving mechanisms and close collaboration between data scientists, psychologists and creative teams. It concludes by suggesting future research directions and making the case that incorporating emotional intelligence into AI personalization is not just a technical benefit but a strategic necessity for brands seeking to foster long-term customer relationships in increasingly automated digital environments.
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KEYWORDS: Consumer behaviour, Brand storytelling