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Effectiveness of experiential business models marketing in building customer engagement

M. Sivakoti Reddy et al.

International Journal of Business and Systems Research2025https://doi.org/10.1504/ijbsr.2026.150378article
AJG 1
Weight
0.50

What the paper says

This study discusses how experiential marketing enables brands to develop an engagement strategy that can deepen emotional connections, increase loyalty, and lead to advocacy instead of mere advertising through transactive experience. This article reviews a literature study and case studies to establish whether experiential marketing elevates customer engagement industry-wide. Using 470 data points, engagement, metrics-emotional connection, purchase intent, and brand loyalty are considered for a closer view. The research approach involves qualitative interviews and quantitative business surveys using experiential strategies. The analytical tools used for the research outcome are Python, which is used for data visualisation; SPSS, which is used for survey analysis; ANOVA, which is used for comparing metrics; and Mathematica, which is used for calculations. This paper shows that experiential marketing significantly influences brand loyalty, purchase intent, and emotional connection. Additionally, sensory marketing, brand activities, and product testing positively enhance the value of brands. It can be concluded that experiential marketing is beneficial in competitive markets; however, this has to be adapted according to customers' changing needs, with practical implications for long-term customer engagement.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijbsr.2026.150378

Or copy a formatted citation

@article{m.2025,
  title        = {{Effectiveness of experiential business models marketing in building customer engagement}},
  author       = {M. Sivakoti Reddy et al.},
  journal      = {International Journal of Business and Systems Research},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijbsr.2026.150378},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.