Decoding the effectiveness of experiential marketing: A multidimensional approach

This study develops and validates a multidimensional framework to explain the effectiveness of experiential marketing, incorporating digital integration, multisensory intensity, social interaction, and brand value alignment. Using structural equation modeling on data collected from 562 respondents, including marketing professionals and consumers, the results indicate that social interaction is the most influential determinant (β = 0.38, p < 0.001), followed by digital integration (β = 0.27, p < 0.01), brand value alignment (β = 0.22, p < 0.01), and multisensory intensity (β = 0.19, p < 0.05). The findings highlight the central role of human interaction and authentic brand experiences in enhancing the effectiveness of experiential marketing within contemporary digital environments