Influence of Digital Experiential Marketing for a Sustainable Customer Relationship: with Special Reference to the Luxury Cosmetics Sector in India

Abstract

This paper aims to provide light on the domains of experiential marketing, traditional marketing, and digital marketing. It also attempts to identify the gaps in experiential aspect that appears during an online shopping. The paper tries to identify the components or factors that are responsible for the optimum consumer experience while purchasing online. The purpose of this study is to investigate influence of some critical factors of digital experiential marketing (online store atmosphere, customized information, customer experience, AI effectiveness, online purchase and repurchase intention) on sustained customer relationship for the luxury cosmetics sector in India. Even though a lot of research has been done in the digital experiential marketing but there are still gaps in the literature. As cosmetics are a product where the customer places a high value on product and service experience, we will concentrate on luxury cosmetics market in India. The findings reveal that more a customer is satisfied with the overall digital experience of the product more sustainable relationship will be there between consumer and e-businesses. Providing high levels of interactivity and trust is found to be very crucial for customer satisfaction. The paper studies customer relationship by the factors like increased awareness, positive Word-of-mouth publicity, e-loyalty and customer satisfaction on the online platform and tries to outline a strategic advice for online cosmetic sector. This essay discusses a theoretical framework for digital experience marketing that is pertinent to both researchers and industry professionals. In this study, suggestions for future aspects and significant consequences are also covered.