Love and desire in the digital world

This paper argues that brand owners seeking to increase engagement and even to prompt love of their brands should look to evidence from entertainment content and personal relationships to devise a model for growing engagement with their products.It includes evidence from appreciation and engagement research purporting to show that there was a halo effect and transference from a beloved programme to a brand associated with the programme.

Love and desire in the digital world

Nick NorthGfK Media


Advertisers want to make people love their products. People, on the other hand, love television programmes, magazines, websites - media content. This paper explores how and why love of content, be it the written word or moving pictures, can drive desire for products, how advertisers can exploit this bond, and can encourage media and consumer brand loyalty. As a precursor to this, the paper describes the current debate on engagement, and asserts that the understanding of emotional engagement delivers greater actionable insight than the behaviourist observation of advertising...

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