Experiential Marketing Strategy Research Articles

Analysis of experiential Marketing in customer satisfaction in the gastronomic sector of Guayaquil

Introduction: Gastronomy in Ecuador has become a key economic engine of the country. Therefore, experiential marketing appears in the gastronomic industry, seeking to transform the visit to a restaurant into an unforgettable experience, strengthening the connection between establishments and their customers; Objective: to analyze experiential marketing in customer satisfaction in the gastronomic sector of Guayaquil, Ecuador; Methodology: an empirical, non-experimental research design was developed, with a descriptive approach and of a cross- sectional nature. Observation was used as a scientific tool to identify the experience marketing strategies being employed by restaurants; and an ad-hoc questionnaire was designed and applied to 384 consumers of theme restaurants to determine their perception of the various strategies implemented by the restaurants; Results: The gastronomic diversity of Guayaquil, enriched by multiple cultures, stands out. Consumers value experiential marketing strategies, mainly emotional and sensory. Conclusions: It is recommended to innovate in strategies, such as menu customization and use of digital technology, and to adopt sustainable practices. The findings, although focused on Guayaquil, may have relevance in similar cities, suggesting the need for future quantitative research

Enhancing School Appeal: How Experiential Marketing Influences Perceived School Attractiveness in the Urban Context

This study explores the mechanisms that underlie the effect of school marketing strategies on parents’ perceived school attractiveness, particularly emphasizing the mediating role of parents’ perceptions of being welcomed in urban schools. Additionally, we investigated how schools’ marketing strategies work differently among parents with different value orientations toward schooling. Structural Equation Modeling and Cluster Analysis Data were applied to analyze 510 questionnaires collected from parents. Two experiential marketing strategies, namely, one-way disseminating materials and interactive social networking, impacted parents’ perceived attractiveness of schools differently with the feeling of being welcomed mediating the relationship between parents and schools. Additionally, parents’ value orientations toward schooling could be classified into three profiles. The results suggest that schools should consider parents’ needs and preferences concerning their children’s schooling and employ appropriate marketing strategies to engage different types of parents. To facilitate this outcome, individualized interaction is necessary to accommodate the diverse needs of parents. The overall structural equation model validates the mechanism of experiential marketing in influencing parental perceptions, and the cluster analysis underscores the need to explore the complex relationship between parents’ educational priorities and their interpretation of marketing strategies.

Pengaruh Experiential Marketing dan Emotional Marketing Terhadap Loyalitas Pelanggan dengan Kepuasan Sebagai Variabel Intervening pada Platform E-Commerce Tokopedia

Introduction: This research aims to analyze the effect of experiential marketing and emotional marketing on the loyalty of generation Z Muslim customers through satisfaction on the Tokopedia e-commerce platform in Bandar District, Batang Regency. Research Methods: The analytical method used in this research is quantitative analysis method. The population in this study is Tokopedia's Muslim e-commerce customers belonging to Generation Z aged 20-24 years in Bandar District. The total population is 6,568 thousand people. Results: The results of this study indicate that experiential marketing and emotional marketing affect the loyalty of generation Z Muslim customers through satisfaction on the Tokopedia e-commerce platform in Bandar District, Batang Regency. Based on the research, it was found that the people of Bandar Sub-district belonging to Generation Z, aged 20-24 years, use Tokopedia continuously because they are influenced by the experiential marketing and emotional marketing strategies carried out by Tokopedia.

The Effects of Experiential Marketing and Store Atmosphere on Customer Loyalty of MSMEs in West Java

Experiential marketing and store atmosphere are two key factors that can greatly influence customer loyalty through customer satisfaction as a mediating factor. These factors can impact a customer’s perception of a brand and their likelihood of returning to make additional purchases. The research explored the relationship between experiential marketing, store atmosphere, customer satisfaction, and customer loyalty, as well as the strategies that businesses could use to enhance these factors and improve customer loyalty. The research focused on Micro, Small and Medium Enterprises (MSMEs) in West Java, Indonesia, which owned physical stores. The research applied causal quantitative methodology. Through a thorough analysis of existing research and empirical research of 384 respondents using Structural Equation Model Partial Least Square (SEM-PLS) methodology, the research provided valuable insights for MSMEs looking to increase customer loyalty and build a loyal customer base. The results show various contributions analyzing how customer loyalty is affected by experiential marketing and store atmosphere. It also implies how customer satisfaction mediates the relationships between those antecedents and customer loyalty. Providing recommendations and implications shows that the research can be a useful contribution to marketing and entrepreneurship topics. The research offers practical recommendations and implications for businesses, emphasizing the importance of implementing effective experiential marketing strategies and creating a welcoming store atmosphere to foster customer satisfaction and loyalty. By understanding the impact of these factors on customer loyalty, MSMEs can develop targeted strategies to improve customer experiences and build long-term customer relationships.

Does the current pre-experience in FinTech trigger MarTech usage behaviour? A literature review and pilot study in the context of relationship marketing

Purpose: The purpose of this study is to put forward a new research agenda in the context of relationship marketing regarding customers’ usage intention - behaviour gap. The presented literature review and pilot study expand a number of research potentials.
 Design/methodology/approach: In this pilot study, the researcher conducted thirty in-depth personal interviews with a diverse group of non-customers of Mobile Banking application (MB app) from Licensed Commercial Banks (LCBs) in Sri Lanka (SL) to understand and explore customers’ views on expected pre-experiences of MB app usage. Content analysis is used to analyse the interviews and current pre-experience of MarTech has been proposed as a new construct.
 Findings: A brief literature review provides a basis for understanding the different angles of Marketing Technology (MarTech) views by Financial Technology (FinTech) marketers and customers’ usage intention – behaviour gap in the relationship marketing with the customer journey and experience as an experiential marketing strategy.
 Originality: This is the first study that suggests that the correct pre-experience construct can empirically be tested to validate the pilot study as new research agenda.
 Implications: This study helps FinTech marketers to focus more on referencing/providing current pre-experience. Therefore, this study advances the knowledge of the MarTech domain by proposing a new triggering idea to bridge the behavioural gap in MarTech usage intention and actual usage behaviour in a relationship marketing context.
 Keywords: Current pre-experience, FinTech marketer, Intention-behaviour gap, MarTech, Pilot study, Relationship marketing

Exploring the Impact of Experiential Marketing on Audience Perception in Indian Performing Art Educational Institutions

This study aimed to assess the impact of experiential marketing on audience perception in Indian performing art educational institutions. For this purpose, data were collected between August 2022 to January 2023 from 311 students of the National School of Drama (NSD), Shriram Bharatiya Kala Kendra, Kathak Kendra, and Triveni Kala Sangam. The study focused on experiential marketing strategies incorporated into digital platforms. In this study, structural equation modelling and regression analysis were employed to analyze the impact of experiential marketing on audience perception, and the results indicated a positive relationship between perception and the quality of Interactive Experiences. However, no statistically significant results were found for the relationships between Perception and Immersive Experiences and Perception and Educational Value, suggesting the need for more specific and tailored measures. The results had important implications for designers and developers of digital experiences, who might benefit from prioritizing interactivity and tailoring content to enhance user perception of immersive experiences and educational value on behalf of their educational clientele.

PEMANFAATAN INSTAGRAM SEBAGAI MEDIA PROMOSI PADA MENDOAN OM NDUT

The Covid -19 pandemic in Indonesia has passed, but its impact can still be felt. Likewise with MSMEs in the city of Pekanbaru, feeling the impact of the decline in customers causing decreased turnover. However, Mendoan Om Ndut's business at the Tugu Keris Roundabout tour was able to survive and was able to overcome this problem by carrying out promotional activities on Instagram using the services of influencers. The purpose of this research is to find out how effective Instagram is as a medium for promoting Mendoan Om Ndut's business and to find out whether there are factors that become obstacles in promoting Mendoan Om Ndut's business on Instagram. This study used qualitative research methods. Based on the results of this study, the success of Instagram in promoting the Mendoan Om Ndut business is through experiential marketing strategies, namely sense, feel, think, action and relation. Supported by the results of interviews with researchers, it can be seen that promotions on Instagram are very effective, so that the Mendoan Om Ndut business can survive. Mendoan Om Ndut experienced a significant increase in subscribers and turnover, currently Mendoan Om Ndut has experienced business stability to date.

Experiential Marketing Terhadap Kepuasan Konsumen Pada Fitur NR Aplikasi Bibit

<p align="justify">Technological changes that are developing rapidly have led to high competition between investment startups and securities. Therefore, investment startup companies need to implement marketing strategies that are appropriate and right on target in order to win in market competition. One of the marketing strategies used by investment startup companies is experiential marketing. This marketing strategy focuses on providing a positive experience in the mind of customers so that consumer satisfaction is achieved. Experiential marketing strategies can be implemented into a creative and innovative feature. Total of 100 respondents have been obtained and met the research criteria, namely users of the Bibit application and the routine saving feature. The data analysis technique used in this study is Multiple Linear Regression Analysis using SPSS version 25. The results of this study are that the feel, think, and relate factors have a significant effects on customer satisfaction. Meanwhile, sense and act factors have no significant effects on consumer satisfaction. Sense, feel, think, act, and relate factors simultaneously have a significant effects on customer satisfaction.</p><p><strong>Key words:</strong> Investment StartUp, Experiential Marketing, and Customer Satisfaction</p>

How Does Conventional Travel Agent Services Enhance Brand Loyalty? The Relationship Between Customer Experience, Brand Credibility, and Brand Trust

Objective: This study examines the relationship between customer experience and brand loyalty mediated by brand credibility and brand trust. Design/Methods/Approach: Primary data was collected using a questionnaire with a purposive sampling technique. A total of 363 respondents who had used one of the conventional travel agent services in Bali participated in this study. The Partial Least Square Structural Equation Model (PLS-SEM) was used to analyze the data through outer and inner models using SmartPLS 4. Findings: This study discovered that customer experience positively has a direct and indirect impact on brand loyalty with the mediating effect of brand credibility and brand trust. Originality: The existing literature supports the direct influence of customer experience on brand loyalty in various industries. However, no other study has investigated the mediating role of brand credibility and brand trust on the relationship between customer experience and brand loyalty. This comprehensive study filled the gap between customer experience and brand loyalty in travel agent services. Practical/Policy implication: This study offered managerial implication. By considering customer experience a competitive advantage, managers can actively evolve several experiential marketing strategies to cultivate brand credibility and trust to impact brand loyalty.

The Influence of Experiential Marketing on Tourism Visitor Satisfaction In Tanjung Sakti (Sindang Panjang Agrotourism and Warm Water)

This study aims to determine whether there is an influence of Experiential Marketing on Visitor Satisfaction and to find out how much the Experiential Marketing Variable has on Visitor Satisfaction in Tanjung Sakti Tourism in Sindang Panjang and Air Warm Agrotourism. This study uses an associative research method with a quantitative approach. There are two variables used in this study, namely Experiential Marketing (X) and Visitor Satisfaction (Y). This data collection was obtained by distributing questionnaires to Tanjung Sakti Tourism Visitors at Sindang Panjang and Air Warm Agrotourism. The sample used in this study was 100 respondents using Simple Linear Statistical Analysis and Sampling techniques. The results of the Simple Linear Regression Analysis Test in this study indicate that Experiential Marketing has a positive effect on visitor satisfaction. It can be seen from the Simple Regression Analysis, namely: Y = 0.798 + 0.475. Which is a constant value of 0.798, the regression coefficient value of Experiential Marketing has a positive effect, which means that if the Experiential Marketing Strategy increases by one unit, visitor satisfaction will increase by 0.475 units. The Experiential Marketing Strategy has a significant effect on Visitor Satisfaction which can be seen from the results of the t-test where the significant value is 0.000, which means it is smaller than 0.05 so the hypothesis is accepted.

Marketing Strategy Research in the Furniture: Case Study from IKEA

IKEA furniture is assembled like a giant Lego block, and foods such as hot dogs and ice cream cones are both delicious and inexpensive. On the market, there is no comparable store. It is noteworthy that IKEA is the first place that most people think of when they need furniture, but there are no other options available. This raises the research question of why IKEAs marketing strategy is successful. IKEAs success can be measured in three ways: the 4ps strategy, experiential marketing, and scene marketing. IKEAs structure comprises the 4ps: product, price, promotion, and placement. The success of IKEAs marketing strategy doesnt only depend on the 4P theory. In addition, the scene marketing strategy enables individuals to immerse themselves in the scenarios that IKEA creates for its customers, heightening their senses, touching, seeing, and so on. Then, using the experiential marketing strategy, IKEA lets people try out the benefits of its products. As a consequence, IKEAs sales increased, and it became prosperous. Ikeas success depends on this marketing. These strategies would not have made IKEA as successful if used alone. These marketing strategies work together to make IKEA profitable.

Experiential Marketing through Virtual Reality: A Study based on the Hospitality Industry in Sri Lanka

This study aims to examine how Virtual Reality (VR) can be used for experiential marketing in the hospitality industry in Sri Lanka. This study was conducted using the qualitative research methodology by adopting phenomenology as the research approach to capture the respondents' experiences regarding VR. Data was collected using in-depth semi-structured interviews with eight respondents, and data analysis was conducted using the generic strategy. As per the findings, the VR experience is explained under two themes. First, VR is an innovative marketing medium that offers opportunities to attract prospective customers. The second findings show that VR provides an immersive user experience that facilitates hotels to reach their customers with higher interactions. The motives for implementing VR are identified under four themes: powerful digital experiential marketing strategy, ability to avoid seasonal factors, adapting to the dynamic business environment and boosting HR effectiveness. Therefore, the findings of this study are significant since this is the first attempt to explain VR from the perspective of hoteliers and industry professionals, which has multiple implications for enriching the hospitality industry in the future. Further, the study's exploratory nature opens opportunities for future research.

Research on the Relationship of Consumption Emotion, Experiential Marketing, and Revisit Intention in Cultural Tourism Cities: A Case Study.

Experience marketing plays an important role in improving the quality and upgrading tourism services in cultural tourism cities and helps guide the planning and development, commodity design, and business management of cultural tourism products. However, the urgent problems that need to be solved are as follows: How does experiential marketing in cultural tourism cities affect tourists' consumption behavior? How to adjust consumption emotion in tourist experience and revisit intention? Starting from the experience needs of tourists, this study selected Jinan city, represented by “Qilu culture,” as the research object; discussed the relationship between experiential marketing, consumption emotion, and revisit intention; and used a structural equation model to verify the relationship between the three. This study divided the perception of experiential marketing into four dimensions—sensory experience, action experience, emotional experience, and thinking experience, and divided tourists' revisit intention into two dimensions— “revisit” and “recommendation”. Totally, 305 tourists were randomly selected to participate in the questionnaire survey, and they came from 34 provinces in China. The results showed that cultural tourism cities can enhance tourists' positive consumption emotion through experiential marketing over time, and high-quality tourist consumption experience directly motivates tourists to revisit intention and then promotes tourists to go to cultural tourism cities for secondary consumption. These results suggest that cultural tourism cities should start from Maslow's hierarchy of needs theory, pay attention to the needs of tourists at different levels, and adopt effective experiential marketing strategies from tourism experience to improve the quality of tourists' travel experience and promote tourists' revisit intention.

Design and Application of Marketing Intelligent Platform Based on Big Data Technology

The progress of big data technology has promoted the development of intelligent marketing for education companies. The online course selection system on the official website of the education company can provide users with online course selection and purchase services. The early marketing conversion rate remained below 0.09% throughout the year. After the analysis of the marketing department, it is found that there are some problems on the official website, such as a low marketing conversion rate. To improve the marketing conversion rate of the official website, the marketing department puts forward business needs. The experiential marketing strategy has been formulated, and it is planned to implement experiential course purchase and secondary marketing on the official website. The IT R & D department has established a big data marketing intelligent recommendation system project to meet the business needs put forward by the marketing department. Firstly, use the big data real-time computing technology to collect the user behavior information of users screening courses on the official website. Real time analysis of user behavior information can predict the courses given to users, which is conducive to the purchase of courses. Then, use the big data machine learning technology to integrate the marketing activity opportunity data in each marketing activity opportunity management system and establish a user portrait. For users who have participated in online or offline marketing activities but have not purchased courses, offline predict the courses and classes that can be recommended to users to carry out secondary marketing for them. Finally, the information of recommendable courses and classes predicted in real time and offline is displayed in the display area of the official website, which makes the marketing conversion rate of the official website reach 0.20%, which is 125% higher than that of the original official website.

Creating Brand Experiences Through Activational Sponsorship Leverage

A commonly accepted notion is that companies should leverage their event sponsorships with promotional and communication activities beyond the sponsorship contract. Activational sponsorship leverage is an experiential marketing strategy that encourages consumers to engage actively in brandrelated activities. The main purpose of this article is to investigate how level of consumer participation in brand-related activities at a sponsored event can improve brand evaluations by creating brand experiences. The article presents findings from a field quasiexperiment conducted at a sponsored sporting event, in which three levels of consumer participation with the sponsoring brand (active, passive, or no participation) were examined. Drawing on brand experience theory, the main prediction is that active participation represents the highest level of consumer brand engagement, and therefore should have the greatest potential for creating impactful brand experiences. The study provides valuable information for brand managers who seek to create memorable brand experiences through sponsorship-linked brand communication and activities.

관광객의 축제체험과 지역브랜드인지도, 지역애호도와 농산물 구매의도의 구조적 관계: 함평 나비축제 및 국화축제 참여자를 중심으로

The purpose of this study was to analyze the structural influence of tourists" festival experience on local brand awareness and local loyalty, and purchase intention of agricultural products. Due to the outbreak of COVID-19, an online survey was conducted with visitors to the Hampyeong Butterfly Festival and Chrysanthemum Festival in 2018 and 2019. Using structural equation modeling, study results show that individuals’ festival experience had an effect on their local brand awareness and local loyalty, the local loyalty influenced the purchase intention of agricultural products, and the local brand awareness affected the purchase intention of the local agricultural products through the local loyalty. Study implications are as follows. First, in order to increase local brand awareness and local loyalty, it is necessary to reinforce the distinctive elements of the festival experience. Second, festival programs recognized as a unique brand asset can help visitors forma positive image of the region. Third, the experiential marketing strategy of local agricultural products through local festivals can be effectively used to build trust with visitors for local agricultural products. It is meaningful in revealing that individuals’ participation in local festivals is beneficial to the purchase intentions of agricultural products.

IMPLEMENTATION OF EXPERIENTIAL MARKETING IN MARKETING COMMUNICATIONS THE HALLWAY KOSAMBI BANDUNG

This research is titled experiential marketing implementation in marketing communication Of The Hallway Kosambi Bandung. The purpose of this study is to find out the application of elements of Experiential Marketing Modules (SEMs), such as sense, feel, think, act and relate. As well as to find out the visitor experience of experiential marketing strategies in marketing communications The Hallway Kosambi Bandung. This research uses qualitative methods with a case study approach. The data collection techniques in this study are interviews, observations and documentation. The result of this research is the application of five modules of Experiential Marketing Strategies (SEMs), namely sense of sight (sight) and smell (scent), feel at the feeling of joy with the existence of various facilities that make visitors comfort, think on exciting young events, creative and allow social interaction, act on the concept of The Hallway hallway hallway which is current with many interesting spots for photos and relate marketing to the concept of The Hallway as a space. Creative collaborative young people in kosambi traditional market and experiential marketing that is felt is the experience of young people "gathered" in the traditional market.

Experiential marketing strategies used by luxury cosmetics companies

The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to create a meaningful brand experience. The brand image creation, stories associated with design, innovativeness, and product exclusivity enable the impactful contribution of experiential marketing. Thus, companies using immersive experience through technology should implement strategies like virtual shopping or event marketing for targeting consumers. In conclusion, the strategy of e-word of mouth using various social media platforms, event marketing, and storytelling have been identified to shape the feeling and experience of a consumer to influence attitude towards online shopping and maintain their engagement after a purchase.

INFORMATION ANALYSIS OF EXPERIENTIAL MARKETING ACTIVITY PERFORMED BY ROMANIAN MARKETING AGENCIES

One of the main objectives of today’s marketing strategy is to create holistic experiences that approach multisensory techniques, a goal that was accomplished due to the appearance of experiential marketing strategy. Despite its advantages, in Romania, this relatively new concept is not yet very popular among companies or marketing agencies. Therefore, qualitative marketing research was conducted to identify experiential marketing activities, the technology used, and marketing effectiveness metrics applied by six marketing agencies. The results have shown that experiential marketing is becoming quintessential as a modern-day communication arsenal, amplifying the customer's direct contact with a brand.

Library Experiential Marketing Strategy as a Means of Increasing Library Satisfaction in the Use of E-Resources During the Covid-19 Pandemic

This study aims to analyze the effects of library experiential marketing strategies on user satisfaction levels during the Covid-19 pandemic, using a quantitative approach. Data were collected through observation, questionnaires, and reviews of related literature. Based on the results obtained, experiential marketing is a suitable marketing concept for libraries. This strategy is bound to aid libraries in providing pleasant and unforgettable services. The priority of experiential marketing strategy during the Covid-19 pandemic is to observe the responses of users by testing the variables of sense, feel, think, act, and relate/linkage. These five independent variables have a positive and significant effect on user satisfaction, indicating the potential for libraries to improve user experience by connecting through real-life users. In conclusion, experiential marketing strategies can provide positive experiences for users and, consequently, improve the interest in optimizing the use of electronic information resources, even during the Covid-19 pandemic.