Experiential Marketing Research Articles

Hospital Customer Competition Issues are being addressed through Confirmation Factor Analysis on Experiential Marketing, Brand Trust, and Loyalty

Introduction The post-COVID-19 pandemic has caused an epidemiological transition that has pushed the pace of development of the health service system even further. Issues and revolutions in the health service industry have made all health service industry providers compete with each other to get service users with competitive advantages in the potential global health market. The hospital has improved revenue sustainability while promoting quality assurance practices. These healthcare industry managers have become adept at introducing business practices into business operations to increase the market for hospital customers. Exploratory factor analysis on important marketing dimensions such as experiential marketing, brand trust, and patient loyalty is very much needed in the issue of competition in the health service industry in hospitals. Materials and Methods This research was quantitative research with a survey approach to outpatients with a sample size of n=255 patients according to Lemeshow (1997). Identification of loading factor analysis includes experiential marketing variables, brand trust, and loyalty. Data analysis used IBM SPSS Statistics 26 Results The research results showed 1) an important loading factor on the experiential marketing variable is the Think dimension indicator (0.845), 2) an important loading factor on the brand trust variable is the brand characteristic dimension (0.945) and 3) an important loading factor on variable loyalty is Repeat Purchase (0.925) Conclusion Dimension of brand trust is the most important dimension in the issue of competition in the health service industry in hospitals. Strengthening and expanding hospital branding as a promotion strategy to add positive value to the reputation of patient and community services at the hospital.

Evaluating Impact of Experiential Marketing Activities on Repurchase Intention: Testing Mediating and Moderating Model on Apparel Industry.

This examination is giving critical data to the backers of Pakistan's private universities in understanding clients' necessities more significantly to add to the improvement of their business. The data is collected through surveys. The pieces of information have been inspected through expansive outlines, using a structure and factors that are simply uniquely crafted to the fascinating necessities of Pakistan. In the consistent review, gathers created utilizing existing hypotheses, produce speculations, embrace structures for data plan and perform tests to show the proposed hypothesis. The clothing business is the essential unit of assessment all through the assessment of these elements. Our assessment is quantitative and besides embraces an objective strategy. The model size 250 and the assigned people is from clothing industry of Pakistan. Firstly, we utilize descriptive statistics to scrutinize the respondents' characteristics and outcomes. Additionally, we centre around the appraisal of the assessment model's results. Finally, we examine the insightful significance and hypothesis testing of the model. This total technique engages us to secure significant encounters into the data, which can be used to seek after informed decisions and drive accomplishment. Additionally, while the current study used a survey method, qualitative data such as customers' opinions and the nature of products could be added through open-ended questions to provide more in-depth insights. In conclusion, our study provides valuable insights into the relationship between issue identification and social media engagement, perceived corporate identification, and loyalty towards a company. Future research can build upon these findings to explore additional factors and expand the scope of the study. This specific research framework is never been used earlier in Pakistan’s Apparel industry. The originality and significance is to use Positive E-Wom as moderator in Pakistani market.

New immersive alcohol marketing and commerce in metaverse environments.

The study aims are to: (i) explore methods for identifying alcohol company marketing in metaverses; (ii) identify current types of alcohol marketing in metaverses; and (iii) identify dominant portrayals and meanings of alcohol marketing in these settings. Our design was exploratory, employing various approaches to identify alcohol company marketing across multiple metaverses. In stage one, we systematically navigated through metaverses as an avatar, documenting and coding all instances of alcohol company marketing. In stage two, the research team collaboratively explored and discussed excerpts of this marketing. The team thematically analysed the transcribed discussion, identifying key meanings and interpretations of immersive and interactive alcohol marketing. Stage one: alcohol company marketing was identified in two metaverses, Decentraland and Sandbox. Within those metaverses were five alcohol company marketing experiences: Heineken Silver, Jose Cuervo Tequila, Wisher Vodka, San Matias Tequila, and Mason Martell Cognac. Marketing strategies included immersive commerce, virtual drinking, immersive branding, immersive engagement, gaming, non-fungible tokens (digital assets), education, non-player characters promoting brands and virtual event-based marketing. Stage two: themes identified were: (i) immersive branding, representing continued exposure to brands that were both foregrounded and on the edge of users' awareness; (ii) immersive engagement, including alcohol-related gaming, quests, and alcohol production; (iii) avatars simulating drinking behaviour (virtual drinking); and (iv) immersive commerce representing how metaverse alcohol marketing may drive alcohol transactions. Alcohol companies are using novel immersive marketing techniques in metaverses. The impact on the experiences and drinking behaviours of users are unknown and require investigation.

Luxury fashion brands in metaverse retailing – a review of literature and practice

Purpose The purposes of this study are to identify the ways that luxury fashion brands can leverage in metaverse retailing, and give insights to practitioners in the fashion industry who are planning to launch metaverse retailing. Design/methodology/approach To offer a balanced view of available evidence, this study adopted a literature review approach and attempted to collect all existing academic journal articles on the issues related to metaverse retailing and luxury fashion brands. A comprehensive literature search was conducted in electronic databases Google Scholar, Web of Science, Scopus, Pro Quest and Science Direct from January 2023 to April 2024. Based on the results of the research in literature, real-life examples of luxury fashion brands were used to explain the ways that luxury fashion brands in the metaverse retailing can be put into practice. Findings The findings have revealed that there are many ways that luxury fashion brands can leverage in the metaverse retailing. The fusion of metaverse-related technologies provides brands with a wide platform of choices that can create immersive, personalized marketing experiences for customers. Four roles of metaverse are identified: (1) enhance of immersive experience; (2) provide big data interface to smart decision-making; (3) form high-fidelity simulated space; and (4) maintenance economic system and making of identification. To further enhance the four roles of metaverse, four types of technologies and 15 components for metaverse can be adopted by luxury fashion brands. Research limitations/implications While this paper provides a literature review and real-life examples of luxury fashion brands in the metaverse retailing to explain the findings, further research is needed to evaluate the effectiveness of current efforts in the development of luxury fashion brands in the metaverse retailing through collecting both quantitative and qualitative data. Also, future studies may attempt to explore the challenges of investigating consumers in response to luxury fashion brands in the metaverse retailing. Practical implications The metaverse is turning imagination into reality through the integration of multiple technologies and is gaining momentum in tech. With technology leading the way, business leaders and brands must not only rethink retail but also bring immersive shopping experiences into the future. Metaverse has immense potential to transform the retail industry, thus the leading global and local firms must embrace innovation and new technologies, and prioritize “metaverse transformation” for their business. Based on the results of this study, some emerging practices pertaining to metaverse retailing are provided. Originality/value To the best of the authors’ knowledge, it would seem that this is the first work that conducts a literature review of the relevant academic journal articles addressed to the practitioners or managerial audiences in the area of luxury fashion industry who are concerned about the development of metaverse retailing. This paper identifies the ways that luxury fashion brands can leverage in the metaverse retailing and gives insights to practitioners in the luxury fashion industry who are planning to launch metaverse retailing.

Can Perceived Experiential Marketing of Nutritional Meat-Based Food Enhance Repurchase Intention? The Role of Customer Engagement

Understanding the consumption experience plays a critical role in building customer-product relationships and effectively meeting customers’ changing demands. This study aims to investigate the impact of experiential consumption on customer engagement and repurchase intentions, with a focus on the high nutrient meat-based food setting. To examine this issue, this study collected data from 487 consumers who had purchased and consumed high nutrient meat (e.g., the Thai native chicken, namely Pradu Hang Dam Mor Kor 55 chicken). Using structural equation modelling with partial least squares in ADANCO software, the study found that experiential marketing dimensions exert differential effects on engagement. The results also indicate a more strongly significant effect of consumers’ behavioral (behave) experience and intellectual (think) experience on engagement, while consumers’ sensory (sense) experience and affective (feel) experience were not significant for engagement. Moreover, the effect of customer engagement on repurchase intentions was positive. The study concludes by outlining key implications that arise from the analyses, followed by avenues for further research.

An Analysis of Tesla's Disruptive Innovation Strategy

With the rapid development of new energy vehicles, governments and automobile manufacturers are generally aware that environmental protection is an important direction for the development of the future automotive industry, and Tesla, as a representative of the global new energy electric vehicles, has great research significance. In the fierce environment of the automobile market, Tesla has won the leadership position with many innovations. Therefore, the company is considered a disruptive innovation by the public. This paper focuses on whether Teslas innovation is disruptive innovation, and studies Teslas disruptive innovation strategy through literature reading and qualitative analysis. This paper discusses the definition of disruptive innovation, Teslas current innovation status and explores the difference between it and incremental innovation. This paper draws the conclusion that Tesla is a disruptive innovation by considering whether it creates a value network as a breakthrough point. Finally, the paper puts forward some suggestions, including extending the product line, adjusting its price to maintain its competitive advantage and innovation, adjusting the channel level based on local markets, provide more extreme and detailed experiential marketing and after-sales service, so as to promote Tesla's sustainable innovation.

Reviving small-sized retail: emotional experience and ethical perspectives as keys to customer repurchase intent

ABSTRACT The paper aims to clarify the role of cognitive and emotional shopping experience in small-sized retailers and its impact on satisfaction and repurchase intention. Also, an ethical perspective of the shopping decision is analyzed. Based on prior studies, we develop a quantitative study (n = 390) in Spain, where small-sized retailers represent most of the retail industry. The advent of new retail formats -online and offline- puts pressure on the traditional ones to evolve. Accordingly, results demonstrate that consumers emotional experience and ethical perception have a very notable impact on repurchase intention. Many small-sized retailers base their strategy on experiential marketing, the goal is to enhance consumers positive in shop experience. The findings also reveal that traditional retailers purchase is linked to consumers’ ethical beliefs or perceptions. Facing a shopping decision, consumers ask themselves about the impact it has on society, environment, and nature. Small-sized traditional retailers are facing, consequently, a double challenge. On the one hand, to keep developing awareness of the paramount societal role of this type of retailer and, on the other hand, to provide consumers with shopping options that boost their needs.

Immersive Decision-Making : A Quantitative Analysis of Metaverse Applications in Tourism Marketing

This article investigates the transformative impact of metaverse-based virtualization on tourism marketing and consumer experiences. Through quantitative analysis of data collected via standardized questionnaires, we examine how virtual reality tours, 3D representations, and simulated experiences in the metaverse influence tourist decision-making processes and pre-travel engagement. Our findings reveal that metaverse applications significantly enhance tourists' ability to make informed decisions, reduce travel anxiety, and engage with personalized marketing content. The article demonstrates a positive correlation between virtual destination previews and increased consumer confidence, with 78% of respondents reporting higher satisfaction in their travel choices. Moreover, the study identifies a 35% reduction in pre-travel uncertainty among first-time visitors to unfamiliar destinations who utilized metaverse-based virtual tours. These results underscore the potential of metaverse technology to revolutionize tourism marketing strategies, offering implications for industry practitioners and paving the way for future research in digital tourism experiences.

An interdisciplinary marketing call into food design thinking to create innovative, healthy, and pleasurable food experiences

AbstractThe evolving landscape of food innovation demands that food manufacturers and stakeholders develop solutions that are novel, health-conscious, enjoyable, and sustainable, thereby enhancing food well-being (Block et al., 2011). This research proposes an interdisciplinary framework within the Food Design Thinking (FDT) process that integrates insights, methodologies, and perspectives from marketing and related business disciplines. It merges concepts from various business fields through a marketing and Food Well-Being (FWB) lens to expand the FDT framework and provide food manufacturers and stakeholders with tools and techniques to drive food innovations. The proposed conceptual framework contributes to the existing stages of FDT by emphasizing empathic emotions, emotional intelligence, and customer centricity in the Empathy stage; applying thematic thinking, experiential marketing, and experiential learning in the Visualization and Prototyping stage; and nurturing value co-creation, sharing, and open innovation in the Collaboration stage. Food manufacturers and stakeholders can leverage on these elements when developing, innovating, and creating new foods and food experiences that are meant to be healthy, pleasurable, and sustainable.

Tinjauan Pengaruh Store Atmosphere, Experiental Marketing dan Persepsi Nilai Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen Sebagai Variabel Intervening

This research, titled "OVERVIEW OF THE INFLUENCE OF STORE ATMOSPHERE, EXPERIENTIAL MARKETING, AND VALUE PERCEPTIONS ON CONSUMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE" (Case Study at Teman Semeja Coffee & Space Pekalongan), aims to analyze the effects of store atmosphere, experiential marketing, and perceived value on consumer loyalty, with customer satisfaction as an intervening variable. Data were collected through questionnaires from a sample of 100 respondents using a non-probability sampling method and purposive sampling technique. The study utilized validity and reliability tests, classical assumption tests, hypothesis testing (t-test), determination coefficient, path analysis, and the Sobel test with IBM SPSS 20.0. The results show that the store atmosphere has no significant effect on consumer loyalty (tcount = 1.901 < ttable = 1.984; Sig. = 0.060 > 0.05). Experiential marketing also shows no significant effect on consumer loyalty (tcount = 0.089 < ttable = 1.984; Sig. = 0.929 > 0.05; direct effect < indirect effect). However, perceived value has a significant effect on consumer loyalty (tcount = 2.046 > ttable = 1.984; Sig. = 0.044 < 0.05). Regarding the indirect effects, store atmosphere significantly affects consumer loyalty through customer satisfaction (Sobel test: tcount = 9.745 > ttable = 1.984; Sab = 0.0029 < 0.05), as does experiential marketing (Sobel test: tcount = 17.054 > ttable = 1.984; Sab = 0.0028 < 0.05) and perceived value (Sobel test: tcount = 34.191 > ttable = 1.984; Sab = 0.0029 < 0.05). Additionally, customer satisfaction has a significant direct effect on consumer loyalty (tcount = 4.889 > ttable = 1.984; Sig. = 0.000 < 0.05).

스포츠 브랜드 매장의 체험마케팅이 브랜드사랑에 미치는 영향 - 관여도의 조절효과를 중심으로

The aim of this study is to investigate the relationship between experiential elements in sports brand stores and brand love, with involvement serving as a moderating effect. This research seeks to enable sports product manufacturers and retailers to better understand consumers and establish a foundation for experiential marketing strategies. The survey was conducted over a 15-day period from January 10, 2024, to January 25, 2024. A total of 720 questionnaires were distributed online, and after excluding insincere responses, 697 questionnaires were used as the final data for analysis. The collected survey data were analyzed using SPSS 26.0 and AMOS 28.0, employing frequency analysis, factor analysis, reliability analysis, correlation analysis, and structural equation modeling. The results of the analysis are as follows: First, in the study of sports brand store experiences, targeting consumers who have experienced sports brand experiential marketing in Shanghai, China, it was found that sensory, emotional, cognitive, behavioral, and relational elements have a significant positive impact on brand love. Second, involvement was found to have a significant moderating effect on the relationship between experiential elements (sensory, emotional, cognitive, behavioral, and relational) and brand love. Therefore, it is important to develop experiential marketing strategies that enhance consumer experiences, leveraging the fact that the experiential elements (sensory, emotional, cognitive, behavioral, and relational) at sports brand stores positively impact brand love. In particular, since the relationship between experiential elements and brand love is strengthened when consumer involvement is high, it is necessary to plan customized experiential marketing activities to increase involvement. Such an approach will contribute to strengthening the relationship with consumers and enhancing brand loyalty.

실감형 미디어아트의 시각 의미 연구 - 디스트릭트(d’strict) 작품을 중심으로

The purpose of this study is to analyze the visual meaning of realistic media art. First, realistic media art, Roland Barthes' semiotics, and Bernd H. Schmitt's experiential marketing are the background of academic analysis. Second, after categorizing district works by category, the semiotic meaning of each work is analyzed, and five types of experiential marketing are analyzed. This study limited the scope of the study to the works that won the main prize at the ‘iF Design Awards in Germany from 2020 to 2024, and then conducted a case analysis in the commercial service sector and the art service sector. As a result of the study, it was found that both sectors are the same in that they take sensory marketing and emotional marketing, but there is a difference in that the commercial sector focuses on behavioral marketing and the art sector focuses on cognitive marketing. Finally, this study suggests a theoretical basis that can contribute to the development of realistic media art by combining the semantic function of the semiotic perspective with the experiential marketing strategy.

AI-Driven Adaptive Content Marketing: Automating Strategy Adjustments for Enhanced Consumer Engagement

The intersection of artificial intelligence (AI) and content marketing has revolutionized consumer-business interactions. AI-driven adaptive content marketing enables real-time adjustments based on consumer behavior data. This capability fosters personalized and relevant marketing experiences, enhancing customer engagement. This review article delves into the mechanisms that underpin AI-driven adaptive content marketing and identifies the challenges organizations face during implementation. Among these challenges are data privacy concerns and integration complexities. Additionally, the article highlights the benefits of automating marketing strategies, such as increased efficiency and effectiveness. By leveraging AI algorithms, businesses can tailor their content dynamically to meet audience needs. This approach is applicable across various sectors, including e-commerce and entertainment. Healthcare also benefits significantly from AI-driven content personalization. The findings emphasize AI's crucial role in shaping the future of marketing. Ultimately, the article provides valuable insights for effective implementation. It underscores the transformative potential of AI in enhancing marketing strategies.

Pengaruh Citra Destinasi, Perceived Value dan Experiental Marketing Terhadap Minat Berkunjung Kembali

Nowadays, many people spend their vacation time traveling to a new destination or a destination that has already been visited. This potential must be used by a destination to increase the interest of tourists to visit again. This research was conducted at Bali Dive Resort and Spa Tulamben which is located in Tulamben village, Karangasem. The purpose of this study was to test and explain the role of destination image, perceived value, experiential marketing on revisit intention in domestic customers of Bali Dive Resort and Spa Tulamben. The sample in this study were 120 respondents. Data collection was carried out by distributing questionnaires via google form. The collected data were analysed by classical assumption test, multiple linear regression analysis and hypothesis testing. The results of this study indicate that the variables of destination image, perceived value, experiental marketing have a significant positive effect on revisit intention. The implications of this research can be taken into consideration and input for Bali Dive Resort and Spa Tulamben in maintaining the revisit intention domestic customers by considering the variables of destination image, perceived value and experiential marketing.

The Role of Experiential and Viral Marketing Strategies in Increasing Brand Equity in Consumer Purchase Decisions for Tasikmalaya City Online Food Delivery Services

This study uses a descriptive quantitative approach with data collection through questionnaires and interviews from 400 respondents. Data analysis was carried out with a combination of exploratory and confirmatory factor analysis (CFA) and model feasibility testing using SEM-AMOS with the Service-Dominant Logic (SDL) approach. The results of the study indicate that experiential marketing and viral marketing have a positive and significant influence on brand equity and consumer purchasing decisions. In addition, increasing brand equity also has a positive impact on purchasing decisions. This study provides a practical contribution to the development of marketing strategies in the online food delivery service industry by emphasizing the importance of integration and interaction in creating value for customers.

Experimental marketing at pondok pesantren Indonesia

One of the objectives of this reaserch is to find out how Experiential Marketing is impelented at Pondok Pesantren. Judging from the growth and development experienced by Pondok Pesantren Syafa’aturrasul from 2018 to 2022, public interest continues to increase, so that the number of students at Pondok Pesantren Syafa’aturrasul currently stands at 1500 students. Seeing this potential, the researcher was interested in conducting research on experiential marketing conducted by Pondok Pesantren This research is a qualitative descriptive study using triangulation to test the validity of the data. The data collection techniques are interviews, observation, documentation and questionnaires. Based on data analysis, strategies for implementing experiential marketing, namely in terms of sense, feel, think, act and relate marketing. The result of data analysis show that Pondok Pesantren implements experiential marketing well.

Understanding Transformative Learning and Transformative Tourism

This study focuses on two major areas of transformative learning and transformative tourism. The study aims to understand how transformative learning theory developed by Jack Mezirow was first introduced to the academia and then adopted in the field of tourism. Transformative travel and tourism is an emerging paradigm in the travel industry, characterized by travel experiences that lead to profound personal growth, self-discovery, and societal benefits. This paper explores the intersections of transformative learning theory and transformational tourism experiences through a qualitative research approach. By synthesizing secondary data from diverse contexts and empirical studies, the study examines how transformative learning processes manifest in the context of travel and tourism. The theoretical framework draws on Mezirow’s transformative learning theory, emphasizing critical reflection and perspective learning. This study is based on a general review through thematic analysis of narratives. The research identifies mechanisms that facilitate transformative experiences during travel. The literatures highlight on novelty seeking, escapism, freedom, self-efficacy, the transformation of consciousness, self-development and personal growth, and subjective wellbeing which is an outcome of transformative travel. This study explores the concepts of transformation, transformative learning, transformational tourism, tourism motivation, tourism destination image, marketing, authenticity, satisfaction, and transformative experiences.

Experiential Marketing and Electronic Word of Mouth on Consumer Loyalty Through Consumer Satisfaction at Jember Mini Zoo Tourist Attraction

The purpose of this study was to determine the role of satisfaction in mediating the influence of experiential marketing and electronic word of mouth on consumer loyalty through consumer satisfaction at the Jember Mini Zoo tourist attraction. This study uses explanatory research. The population in this study were visitors to the Jember Mini Zoo tourist attraction. The method used in this study was purposive sampling. The age of respondents in this study was at least 18 years old with the consideration that this age can make wise decisions. Respondents were visitors to the Jember Mini Zoo tourist attraction at least 2 times. The sample size in this study was 14 x 10 = 140 respondents. The data analysis method used Structural Equation Modeling (SEM) with the Amos application. The results showed that Experiential marketing on satisfaction showed a significant positive effect. Electronic word of mouth on Satisfaction showed a significant positive effect. Experiential marketing on consumer loyalty showed a significant positive effect. Electronic word of mouth on consumer loyalty showed a significant positive effect. Consumer satisfaction on consumer loyalty showed a significant positive effect. Experiential marketing on consumer loyalty through consumer satisfaction showed a significant positive effect. Electronic word of mouth on consumer loyalty through consumer satisfaction shows a significant positive influence.

Kepuasan dan Loyalitas Konsumen pada Lembaga Kursus Bahasa Inggris: Perspektif Experiential Marketing

The research examines the impact of experiential marketing on customer satisfaction and loyalty towards the services provided by MEC Palu, as well as the impact of this satisfaction on consumer loyalty. This research used a descriptive associative approach, and involved 155 MEC Palu members as a sample selected through a stratified random sampling technique. The sample was divided into three different groups. For data analysis, the structural equation modeling (SEM) method was used. The findings show that experiential marketing has a positive and significant influence on both consumer satisfaction and consumer loyalty. Furthermore, there is evidence that shows consumer satisfaction has a positive and significant impact on customer loyalty. This shows that the implementation of experiential marketing strategies is very important to increase customer satisfaction and loyalty at MEC Palu as an effective marketing strategy to maintain and increase customer loyalty through satisfying experiences.

The Influence of Social Media and Experiential Marketing on Customer Loyalty in MSMEs in the Fashion Sector at Sentra Distro Trunojoyo Bandung

The Influence of Social Media and Experiential Marketing on Customer Loyalty in MSMEs in the Fashion Sector at Sentra Distro Trunojoyo Bandung