Experiential Marketing Research Articles

Designing a Holistic Marketing Model in the Telecommunications Services Sector

Objective: This study aimed to design and explain a holistic marketing model in the telecommunications services sector. Methodology: The research is applied in nature and employs a mixed-methods approach (qualitative-quantitative). In the qualitative phase, 11 experts in marketing and senior managers of telecommunications companies were selected through purposive sampling and interviewed using semi-structured interviews. In the quantitative phase, a questionnaire with 29 items was distributed among 108 marketing and sales managers and staff of telecommunications companies in Tehran and Hamedan. The quantitative data were analyzed using SPSS and Smart-PLS software. Findings: The results revealed that the holistic marketing model in the telecommunications services sector consists of six main themes and twenty-nine sub-themes. This model helps telecommunications companies to enhance customer loyalty, improve market share, and elevate overall company performance by utilizing both traditional and modern marketing strategies. Conclusion: The study concludes that implementing a holistic marketing model can positively impact the performance of telecommunications companies. To successfully implement this model, companies should leverage modern marketing approaches such as experiential marketing, social media marketing, and collaborative marketing.

Determinants of revisit intention on rafting tourism in Bali mediated by trust and brand love

This research used a quantitative method designed based on positivism to examine the determinants of revisit intention on rafting tourism MSMEs in Bali Mediated by trust and brand love. Data were collected from 328 Indonesian Tourists with rafting history using questionnaires. The data collected were descriptively and inferentially analyzed using SPSS_29 and SEM with SmartPLS_3 software, respectively. The results showed that 1) The effect of Attitude, perceived risk, trust, and brand love, on revisit intention had a positive significant, while the effect of service quality had a positive insignificant; 2) Trust is positively and significantly influenced by attitudes, service quality, and perceived risk; 3) brand love is positively and significantly influenced by attitude; 4) Trust is able to partially mediate the influence of attitude, perceived risks, on revisit intention, while on the effect of service quality on the revisit intention is full mediation; 5) Brand love plays a role in mediating influence of attitude towards revisit intention. Theoretically, contributed to the enrichment of the Theory of Planned Behavior, Experiential Marketing, and Risks. In conclusion, practical implications are needed to educate managers on how to make rafting very memorable, hire guides who master the terrain, determine affordable prices, manage brand, and make rafting tours in Bali more attractive to increase intention to revisit. Practical implications for local governments for the accuracy of data on the number of visits require an integrated and connected system, as well as the need for guaranteed protection and security for tourists.

Leveraging Big Data Analytics for Understanding Consumer Behavior in Digital Marketing: A Systematic Review

The integration of big data analytics in digital marketing has fundamentally transformed how organizations understand and influence consumer behavior. This systematic review explores the potential of big data to offer deep insights into consumer preferences and behaviors. The current literature on big data and consumer behavior showcases its potential in enhancing marketing and customer experiences. However, significant gaps exist, such as longitudinal studies on how continuous big data–driven personalization affects consumer trust and loyalty over time. Addressing these gaps will advance academic understanding and offer practical insights for optimizing marketing strategies and improving customer experiences ethically. Focusing on these areas will contribute to a holistic view of big data’s responsible use in digital marketing. By utilizing large datasets, businesses can now tailor their marketing strategies to individual consumers, enhancing customer satisfaction and engagement. Adopting the PRISMA methodology, this review synthesizes recent literature to evaluate the benefits of big data in digital marketing. The research was conducted through a rigorous five‐stage process, encompassing the identification of key research questions, database searches, and the critical analysis of selected articles: (1) defining the initial topic, (2) developing the appropriate research questions, (3) identifying the necessary keywords, (4) identifying and searching databases, and finally (5) accessing and reading the articles. The databases that were searched were as follows: Scopus, Web of Science, Emerald Insight, Springer Link, and ScienceDirect. The articles that were selected were 19, in a total sum of 265 identified articles. The findings consolidate current knowledge on how big data analytics can optimize marketing strategies and consumer experiences. Ultimately, this review underscores the transformative potential of big data in digital marketing, highlighting its role in enhancing customer insights and driving more effective marketing strategies.

Creating Lasting Customer Relationships: The Impact of Experiential Marketing on Customer Behaviour in the Tourism and Hospitality Industry The Mediating f role of brand trust

Creating Lasting Customer Relationships: The Impact of Experiential Marketing on Customer Behaviour in the Tourism and Hospitality Industry The Mediating f role of brand trust

The influence of content, influencer, and experiential marketing on customer engagement of online game applications

The influence of content, influencer, and experiential marketing on customer engagement of online game applications

ANALISIS EXPERIENTIAL MARKETING, BRAND TRUST DAN SERVICE QUALITY TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

This research aims to determine the influence of Experiential Marketing, Islamic Business Ethics and Service Quality on Consumer Loyalty with Consumer Satisfaction as an Intervening Variable (Case Study of Consumers of the Abadi Motor Dealer in Ambarawa, Semarang Regency). This type of research is quantitative research. Meanwhile, the sample selection for this research was determined using the purposive random sampling method, which obtained a sample of 98 respondents for the 2016-2021 observation period. The analytical methods used include descriptive statistical tests, stationarity tests, T tests, F tests, coefficient of determination (R2), classical assumption tests and path analysis. This research uses the SPSS 23 data analysis method. The results of the research show that experiential marketing has no significant effect on consumer satisfaction, Islamic business ethics has a positive and significant effect on consumer satisfaction, service quality has a positive and significant effect on consumer satisfaction. Experiential marketing has a positive and significant effect on consumer loyalty, Islamic business ethics has a positive and significant effect on consumer loyalty, service quality has no significant effect on consumer loyalty. Consumer satisfaction has a positive and significant effect on consumer loyalty. Experiential marketing has no significant effect on consumer loyalty with consumer satisfaction as an intervening variable, Islamic business ethics has a positive and significant effect on consumer loyalty with consumer satisfaction as an intervening variable, service quality has a positive and significant effect on consumer loyalty with consumer satisfaction as an intervening variable.

Does Customer Satisfaction Mediate Experiential Marketing and Promotion Against Customer Loyalty at Kentucky Fried Chicken (KFC) Restaurants in City "P" East Java?

This study predicts the influence of Experiential Marketing and promotions on customer loyalty, with customer satisfaction acting as a mediator, within the context of the Kentucky Fried Chicken (KFC) fast-food restaurant in City "P," East Java. The research method employed is quantitative associative. The research sample consists of 100 respondents who are consumers visiting KFC to purchase and enjoy its products. The sampling technique utilized is convenient sampling. Data is analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) analytical tool. Prior to hypothesis testing, an evaluation of the indicators with respect to their constructs (Measurement model) and an assessment of the relationships among variable constructs (Structural model) were conducted, resulting in satisfactory criteria and justifying the continuation of hypothesis testing. The findings demonstrate that Experiential Marketing directly influences customer satisfaction and loyalty, while promotions also directly impact customer satisfaction and loyalty. Furthermore, customer satisfaction, in addition to its direct influence on loyalty, also serves as a complementary mediator between Experiential Marketing and promotions in affecting customer loyalty.

The Effects of Experiential Marketing on Word of Mouth and Repurchase Intention: An Application for Tea Stores

Günümüzde oldukça kalabalık sayılabilecek işletmelerden biri de yiyecek ve içecek işletmeleridir. Pazarlama uzmanları, piyasada rekabette üstünlüğü elde etmek için çabalayan bu tür işletmelere, tüketicilerin duygusal yönlerine daha fazla dokunmaları gerektiğini ve bir ürüne yatırım yapılma ve/veya ürünün diğer müşterilere iletilmesi gerektiğini aktarmalıdır. Geçmiş çalışmalarda deneyimsel pazarlama konusu kapsamlı bir şekilde araştırılmış olsa da çay satış mağazalarında deneyimsel pazarlamanın alt boyutlarının kulaktan kulağa iletişim ve tekrar satın alma niyeti üzerindeki etkileriyle ilgili literatürde bir boşluk olduğu görülmüştür. Bu sebeple bu araştırmada, çay satış mağazalarından ürün veya hizmet alan tüketicilerin mağaza yönelik deneyimlerini diğer tüketicilere kulaktan kulağa ileterek tüketicilerin tekrar satın alma niyeti üzerindeki etkisi incelenmiştir. Rize ilinde daha önce çay satış mağazalarından ürün veya hizmet satın almış 415 tüketiciden veri toplanmıştır. Verilerin analizi için yapısal eşitlik modeli (YEM) ve SPSS24 paket programı kullanılmıştır. Yapılan analizler sonucunda duygusal, düşünsel, fiziksel ve sosyal deneyimin kulaktan kulağa pazarlama üzerinde pozitif ve anlamlı bir ektisinin bulunduğu fakat duyusal deneyimin kulaktan kulağa pazarlama üzerinde anlamlı bir etkiye sahip olmadığı tespit edilmiştir. Ayrıca kulaktan kulağa pazarlamanın tekrar satın alma niyeti üzerinde pozitif ve anlamlı bir ektiye sahip olduğu saptanmıştır.

A Study on Product Branding on Sale Performance

In today's competitive marketplace, effective product branding has emerged as a pivotal factor influencing sales performance. This study delves into the intricate relationship between product branding strategies and their consequential impact on sales outcomes. Employing a mixed-methods research approach, we conducted in-depth analyses of diverse industries to comprehend the multifaceted dimensions of product branding and its correlation with sales success. The research investigates the elements that constitute a strong brand identity, exploring the role of brand recognition, brand loyalty, and perceived quality in shaping consumer behavior. By employing both qualitative interviews and quantitative surveys, we aim to capture the nuanced perspectives of consumers and industry experts, providing a holistic view of the branding-sales nexus. Furthermore, this study assesses the effectiveness of various branding channels, including traditional media, digital platforms, and experiential marketing, in influencing consumer perceptions and purchase decisions. Through statistical modeling and regression analysis, we quantify the impact of branding investments on sales metrics, shedding light on the return on investment (ROI) of branding initiatives. In addition, the study examines the role of cultural and demographic factors in shaping consumer responses to product branding. By considering regional variations and demographic trends, we seek to identify market-specific nuances that can inform tailored branding strategies for enhanced sales performance. Ultimately, the findings of this research endeavor aim to provide valuable insights for businesses seeking to optimize their branding efforts for improved sales outcomes. By understanding the intricate dynamics between product branding and consumer behavior, organizations can make informed decisions to create compelling brand narratives that resonate with their target audiences and, consequently, drive heightened sales performance in a dynamic and competitive market landscape.

From redesign to revenue: Measuring the effects of servicescape remodeling on customer lifetime value

Experiential marketing presents two primary concerns: an imbalance in research where the consumer perspective receives more attention than the organizational one and challenges in effectively measuring experiential strategies. This research addresses these concerns by evaluating retail servicescape remodeling using the concept of customer lifetime value (CLV). A quasi-experimental methodology was used to compare the effects of the remodeled servicescape between a treatment group and a control group in hedonic and utilitarian retail contexts. Our results show significant differences between the two types of contexts in terms of average basket, purchase frequency, churn, and CLV. This research provides valuable insights for retail organizations seeking to measure the impact of experiential strategies on their customers in various types of contexts.

Experiential Marketing Tourism and Hospitality Tours Generation Hybrid Model

The emergence of immersive technologies presents unprecedented opportunities for both users and organizations. This paper explores the future of digital marketing as a new ecosystem wherein innovative marketing strategies enable organizations to communicate with their customer base in ways previously unattainable, reshaping traditional marketing concepts into novel and unimaginable actions. This study proposes an experiential marketing tourism and hospitality tours generation hybrid model. The model focuses on generating virtual tours based on 360° VR videos, specifically designed for hotel environments, their surroundings, and tourist zones. The immersive environment proposal includes the design of user interface prototypes and incorporates the automated division of 360° videos using convolutional neural networks. Subsequently, personalized tours are composed based on user profiles, utilizing a Case-Based Reasoning (CBR). Functionality tests for the video division and labeling component, as well as the composition of tours according to user profiles recommended by the CBR, yielded satisfactory results. The application of this system has the potential to positively influence reservation intentions and enhance brand image. Immersive experiences have the capability to trigger effects in affective, attitudinal/behavioral, and cognitive dimensions.

Phygital marketing through the lens of neuroscience and phenomenology: an interpretivist account

PurposeThe purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences.Design/methodology/approachThe argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields.FindingsUltimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective.Research limitations/implicationsOne of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested.Originality/valuePhygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on “interpretivist neuroscience” and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions.

The Impact of Social Media, Experiential Marketing, and Technology Use on Tourism Growth in Jaipur: A Structural Equation Modeling Approach

The Impact of Social Media, Experiential Marketing, and Technology Use on Tourism Growth in Jaipur: A Structural Equation Modeling Approach

The Influence of Destination Image on Tourists' Behavioural Intentions: Explore How Tourists' Perceptions of a Destination Affect Their Intentions to Visit, Revisit, or Recommend It to Others

Tourism is a dynamic and highly competitive industry, with destinations worldwide vying for the attention of travelers. Central to tourists' decision-making processes are their perceptions of a destination, often encapsulated in the concept of "destination image." This study seeks to unravel the intricate relationship between destination image and tourists' behavioral intentions, specifically examining how tourists' perceptions of a destination influence their intentions to visit, revisit, and recommend it to others. To achieve this, a comprehensive review of the literature on destination image and its impact on tourists' behavior was conducted. Empirical research findings from various destinations and cultural contexts were analyzed to provide insights into the multi-faceted nature of destination image and its effects on tourists' behavioral intentions. The study explores the dimensions that contribute to the formation of destination image, including cultural, natural, social, and marketing factors. The research reveals that tourists' perceptions of a destination significantly affect their intentions. A positive destination image often leads to a higher likelihood of initial visitation, repeat visitation, and word-of-mouth recommendations to others. Conversely, negative perceptions may deter potential tourists and discourage repeat visits or advocacy. Furthermore, the study discusses the role of destination marketing and management in shaping and enhancing destination image. Strategies such as effective communication, experiential marketing, and sustainable development are identified as critical elements in managing and improving destination image. The findings of this study provide valuable insights for destination marketers, policymakers, and industry stakeholders. Understanding the dynamics of destination image and its impact on behavioral intentions can inform the development of more targeted and effective marketing campaigns, as well as sustainable destination management practices. Ultimately, a positive destination image can not only attract more tourists but also foster a loyal and enthusiastic visitor base, contributing to the long-term success and sustainability of tourism destinations

The Influence of Experiential Marketing and Promotion on Repurchase Intention of Starbucks in Surabaya

This research aims to analyze the influence of Experiential Marketing and Promotion on Repurchase Interest in Starbucks products in Surabaya. The method that applied in this research is a quantitative approach using the accidental sampling technique. The research sample is consisted of 104 respondents who had purchased Starbucks products. The data for this research was collected through filling out questionnaires distributed to visitors. Data analysis uses the Partial Least Square (PLS) model. The findings of this research indicate that Experiential Marketing and Promotion have a significant influence on Repurchase Intention among Starbucks customers in Surabaya.

Analysis Of The Influence Of Brand Association, Experiental Marketing And Brand Trust On Consumer Loyalty For National Digital Game Products

The purpose of this study is to examine the potential effects of brand association, brand trust, and experiential marketing on consumer loyalty and purchase decisions. Only people who enjoy video games were included in the study's population. With a total of 100 samples, the sample was chosen using a non-probability sampling approach called purposive sampling. In order to collect data for this study, questionnaires were distributed in accordance with the descriptive statistical analysis methodology. The author must create a relationship model between variables referred to in this instance as a path diagram before he can apply path analysis in his research. There is a strong positive correlation between experiential marketing and brand association in purchase decisions, according to the results of the data processing that was done. The fact that the t-count value is greater than the t-table value indicates this. The computed t-value does not exceed the value in the t-table, indicating that there is no significant positive connection with the brand trust variable. The Sig value is smaller than the author's conventional significance criterion of 0.05, indicating that experiential marketing, brand trust, and brand association have a substantial impact on purchasing decisions. According to the partial test, customer loyalty is significantly impacted negatively by the factors experiential marketing, brand trust, and brand association.

PENGARUH EXPERIENTIAL MARKETING DAN EXPERIENTIAL VALUE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA HOTEL GRAND DARMO SUITE SURABAYA

The hotel business is currently growing, many hotels provide interesting experiences for their consumers. The more it develops, the more interesting it is to know how a hotel can offer something different from its competitors to get loyal customers. This research aims to analyze the influence of experiential marketing and experiential value on customer loyalty through customer satisfaction at the Grand Darmo Suite Hotel Surabaya. The sampling technique uses non-probability sampling with a purposive sampling method to determine the responses of each respondent. The sample used was 167 respondents. The data collection tool used was a questionnaire distributed to guests staying at the Grand Darmo Suite Hotel Surabaya. The data analysis technique uses Structural Equation Modeling - Partial Least Square (SEM PLS) with the SMARTPLS 3.0 application. Result of the research show that experiential marketing and experiential value directly have a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction does not have a significant effect on customer loyalty. Experiential marketing and experiential value do not have a significant effect on customer loyalty through customer satisfaction.

The Effect of Experiential Marketing, Customer Perceived Value and Brand Image on Customer Satisfaction

The development of the food and beverage business in recent years has attracted great interest among young people. The profits obtained are quite large and can apply creativity in innovating with the latest developments and changes in consumer interests. This research aims to analyze the influence of experiential marketing, customer perception value, and brand image on customer satisfaction. The independent variables used in this research are experiential marketing, customer perception value and brand image, while the dependent variable in this research is purchase satisfaction. This research uses a causal quantitative approach. Data collection was carried out by distributing questionnaires to 100 respondents who had purchased Mixue. The question items for all variables were proven to be valid and reliable. The results of this research are that experiential marketing has a positive and significant influence on customer satisfaction. The value perceived by customers also has a positive and significant influence on customer satisfaction. Brand image does not have a significant influence on customer satisfaction.

Experiential Marketing's Impact on Visit Decisions: The Role of Visitor Satisfaction at Ullen Sentalu Museum

This study aims to determine the effect of experiential marketing on visiting decisions through visitor satisfaction as an intervening variable (Case Study at the Ullen Sentalu Museum in Yogyakarta). The research methodology used uses quantitative methods. The population in this study is the population used is tourists who visit the Yogyakarta Ullen Sentalu Museum as many as 100 people. The sample used was 100 respondents using the Accidental sampling technique, which is a sample search based on chance, that is, anyone found by the researcher can be used as a sample, if it is deemed that the person met by chance is suitable as a data source. Methods of data analysis using Path Analysis (Path Analysis). The results of the study show that: (1) sense experience has a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (2) sense experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (3) experiencing a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (4) experience experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (5) think experience has a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (6) think experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (7) act experience has a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (8) act experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (9) linking experience to a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (10) associated experience with a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta

Mercados alimentares digitais da agricultura familiar no Brasil: dinâmicas durante e pós pandemia da COVID-19

This article aims to analyze the dynamics of digital food markets of Brazilian family farming during and after the Covid-19 pandemic. To this end, methodologically, the netnography technique was used to identify and evaluate digital marketing experiences by websites and platforms distributed throughout the national territory, in 2020 and 2022. In general terms, the study shows that digital marketing channels of food have been strengthened in Brazil, observing the maintenance and increase in the number of family farmers and participating enterprises, as well as the types of products offered. The largest contingent of family farmers involved in the experiences studied is located in the South and Northeast regions, stimulated by cooperation. The main foods offered are in natura, agro-industrialized and ecological, showing that digital markets have directly contributed to a part of the country's consumers that seek healthy and sustainable diets. Despite these virtues, these new commercialization channels need support from the State to guarantee their improvement and include larger portions of national family farming.