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International Journal for Research Trends and Innovation
International Peer Reviewed & Refereed Journals, Open Access Journal
ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
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Issue: February 2026
Volume 11 | Issue 2
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Impact Factor : 8.14
Issue per Year : 12
Volume Published : 11
Issue Published : 117
Article Submitted : 21318
Article Published : 8476
Total Authors : 22301
Total Reviewer : 802
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| Paper Title: | “Beyond the Click: Managing the Unconscious Drivers of Digital Brand Loyalty: A Psychoanalytic Audit of Consumer Decision-Making in Online Retail” |
| Authors Name: | Ms.M.S.Sowganthiga |
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IJRTI_209044
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| Published Paper Id: | IJRTI2601075 |
| Published In: | Volume 11 Issue 1, January-2026 |
| DOI: | |
| Abstract: | Why do you buy things that you don’t need?. Digital Marketing strategy is the most important in business. This paper examines the thought process of consumers with multidisciplinary approach. First, I look at Sigmund Freud’s concept of Id, Ego and Superego. This can explain the inner war of a consumer. It can tell how the urge to buy can be balanced with justification. Next, I apply Jacques Lacan’s mirror stage. This can explain the reason for buying a product without any utility. A product can be bought for a ‘vibe.’ Here, the ‘Ideal I’ wants to be satisfied. Finally, I look at Carl Jung’s archetypes. It can tell how some brands feel like family. It can explain why one becomes a fan of a brand. The point here is that the brand itself must appeal to the customers. Overall, the paper offers practical knowledge for digital marketing through psychoanalysis. It reveals three audit matrices to build a strong brand. |
| Keywords: | Digital Marketing, Psychoanalysis, Consumer Behavior, Business Management, Social Media Marketing, Sigmund Freud, Jacques Lacan, Carl Jung, Brand Identity |
| Cite Article: | "“Beyond the Click: Managing the Unconscious Drivers of Digital Brand Loyalty: A Psychoanalytic Audit of Consumer Decision-Making in Online Retail”", International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2455-2631, Vol.11, Issue 1, page no.a519-a524, January-2026, Available :http://www.ijrti.org/papers/IJRTI2601075.pdf |
| Downloads: | 000162 |
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2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID: IJRTI2601075
Registration ID:209044
Published In: Volume 11 Issue 1, January-2026
DOI (Digital Object Identifier):
Page No: a519-a524 Country: Coimbatore, Tamilnadu, India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2601075 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2601075 |
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ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED,
Journal Starting Year (ESTD) : 2016
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