Digital Experiential Marketing and Repurchase Intentions Among Generation Z in Morocco: An Extended Theory of Planned Behavior Approach

Lamia Mountassir (), Firdaous Gmira (), Samah Ibnou-Laaroussi () and Fatima Ezzahra Khtabe
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Lamia Mountassir: Université Hassan 1er [Settat]
Firdaous Gmira: Université Hassan 1er [Settat]
Samah Ibnou-Laaroussi: Cardiff University
Fatima Ezzahra Khtabe: Coventry University

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Abstract: Gen Z (ages 15 to 24) in Morocco makes up 16.2% of the population and exhibits behaviors distinct from older generations. They are highly tech-savvy, using the internet for work, dating, and socializing. Social media plays a central role in their lives, with 43% spending 3 to 5 hours daily on these platforms. The rise of advanced technologies has also transformed experiential marketing, which traditionally engages consumers through experiences that evoke emotions, perceptions, and thoughts. This has led to the evolution of Digital Experiential Marketing, which uses technology to create unique, interactive experiences. The question is: how can this digital integration enhance repurchase intentions among Gen Z in Morocco? This paper will explore this question through a literature review of relevant concepts and a survey of 117 Gen Z individuals living in Morocco.

Keywords: Experiential marketing; Emotional connections; Interactivity; Consumer behavior; Purchase intentions; Digital experiential marketing; Morocco; GenZ; GenZ Morocco Digital experiential marketing Purchase intentions Experiential marketing Emotional connections Interactivity Consumer behavior (search for similar items in EconPapers)
Date: 2026-04-04
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Published in African Scientific Journal, 2026, 03 (35), ⟨10.5281/zenodo.19388172⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05585869

DOI: 10.5281/zenodo.19388172

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