The Effect of Experiential Marketing on Satisfaction of Microblogging Sites: A Study on Twitter Users

Didar Büyüker İşler
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Didar Büyüker İşler: Department of Tourism Management, Süleyman Demirel University, Isparta, Turkey

International Journal of Social Ecology and Sustainable Development (IJSESD), 2015, vol. 6, issue 1, 28-43

Abstract: The aim of this research is to examine, the microblogging sites, Twitter which have considerably been used in recent years within the scope of one of the marketing strategies; experimental marketing. In this sense, the impact of the different dimensions of experiential marketing on the satisfaction of the Twitter users was tested by means of social networks. An online survey was published for this purpose and the findings were analyzed within the scope of the hypothesis identified by the SPSS 17.0 program. Descriptive statistics, factor analysis and multiple regression analysis were used during the study. As a result of the findings, all of the five asserted hypothesis were verified. User satisfaction and all the different dimensions of experiential marketing such as sense, feeling, thinking, acting and familiarizing are in a positive and linear relationship.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jsesd0:v:6:y:2015:i:1:p:28-43

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