Research on the Impact of Experiential Marketing on Consumers' Purchase Decision - Making Behavior
Year: 2024
Type: article
Abstract: This paper explores the profound impact of experiential marketing on consumers' purchase decision making behavior, analyzing its role in enhancing consumers' purchase intention, optimizing purchase behavior, and improving brand loyalty. Through multi sensory interaction and emotional connection, experiential marketing enables consumers to more intuitively understand the value of products and builds a deep seated relationship between the brand and consumers. Compared with traditional marketing, it pays more attention to consumers' participation and experience, promoting the transformation of purchase behavior from rational decision making to emotion driven. With the development of technology, experiential marketing is gradually combined with technologies such as virtual reality and big data, realizing more precise interactive experiences and providing important support for the improvement of brand competitiveness and long term development. Through theoretical analysis and practical cases, this paper clarifies the action mechanism and development direction of experiential marketing, providing references for enterprises' marketing innovation.
Author: Yingjie Dou
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409981864