 The Role of Experience in the Digital Age and Its Purpose in the Value Creation ProcessS M Nazmuz Sakib No vh7gz, OSF Preprints from Center for Open Science Abstract: Advances in new technologies have disrupted the business environment with increased access to information and communication tools that cause a shift from traditional brick-and-motor business to online business models. These changes have impacted the way products and services are marketed. Importantly, creation of value in marketing has changed consistent with the live experience dynamic in the new business environment. The aim of the present evaluation, therefore, is to assess the potential of experiential marketing in the digital era in the process of value creation in online businesses. In the process, a mixed-methods research was conducted guided by a pragmatist epistemology and abductive logic in the evaluation of secondary qualitative and quantitative data sourced from online journal data repositories. Using descriptive and thematic analyses, the study demonstrated the capacity of experiential marketing in the development of a marketing strategy recognizing the importance of interaction between customers, and products or services, the mediating role of live experience on online customer behavior, particularly customer satisfaction and customer loyalty in the development of business-customer relationships. Date: 2021-12-29 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:vh7gz Access Statistics for this paper More papers in OSF Preprints from Center for Open Science |
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