Abstract

Objectives: The study aimed to shed light on the dimensions of emotional intelligence in digital advertising. These dimensions were the dimension of recognizing emotions, investing in emotions, understanding emotions, and managing emotions. Methods: To achieve the objectives of the study, the study applied the descriptive analytical approach, and the study used the questionnaire as a main tool in collecting data from consumers in the Tabuk region. The study sample amounted to (400) consumers, and some statistical analysis with SPSS V26 was relied upon to analyze the data. Results: One of the most important findings of the study is that there is a direct relationship between digital advertising and all dimensions of emotional intelligence. Conclusions: In light of the findings of the study, the study recommended creating new and unconventional ways to integrate emotional elements into advertisements, such as using advanced technology such as augmented reality or virtual reality. It is also recommended to develop advertising content that is appropriate to the cultural values and emotions of the target audience, and to focus advertising campaigns on developing strategies that stimulate emotions positively while avoiding manipulation of emotions. Consumers are also encouraged to participate in workshops or educational courses on emotional intelligence to improve their ability to deal with emotions provoked by advertisements.