The Role of Emotional Intelligence in Internet of Things Advertising

Document Type : Original Article

Authors

1 Doctoral researcher at the Faculty of Applied Arts, Helwan University, Helwan - Egypt

2 Advertising dept. Faculty of Applied Arts, Helwan Un. Giza, Egypt

3 Professor- Advertising Department Faculty of Applied Arts- Helwan University Cairo- Egypt

Abstract

Globally, organizations spend billions on advertising annually. Those advertisements are creating a world of advertisement overload. Internet of Things advertising (IoT Ad) presents an opportunity for firms to stop bombarding consumers with useless adverts and start addressing the actual needs and wants of consumers. Effective (IoT) Internet of Things Ads will allow consumers and products to communicate in ways never before possible. It is the promise of IoT. However, this promise is hindered by consumers' lack of willingness and trust to reveal personal information to advertising agents. Here comes the role of emotional intelligence to help. With relevance and trust, consumer willingness to respond to advertisements can increase.



In this proposed paper, aiming to examine the psychology of consumers' willingness to respond to advertising and what kind of frameworks need to be achieved for advertisers to break down the posture of current advertising overload was necessary.



To begin to embrace the empathy, intelligence, and genuine relationship potential of emotional intelligence in Internet of Things Ads. As, It is proven that emotional intelligence helps communicate with consumers' feelings and gives Internet of Things ads the ability to understand, empower, and bring relevance enhancing adherence, loyalty, and satisfaction to consumers. In doing so, there will be a unifying factor that will add to the seamless future possibilities of interaction driven by IoT devices in a growing ecosystem of Smarty Things.



In the future, copy testing and audience segmentation accuracy would also be further enhanced by the measurement of likeability, reaction, and the seven functional needs using sensors, such that logical and emotional strategies would be preferred for emotional reactions; and creative robustness, content market fit and socio-political issues be further understood for likeability measurements.

Keywords

Main Subjects

Files

Share

How to cite

Statistics