دور التسويق التجريبي في تشكيل دعم المستهلك: تحليل عبر الثقافات | ||
| مجلة التراث والتصميم | ||
| Articles in Press, Accepted Manuscript, Available Online from 09 August 2025 | ||
| Document Type: أبحاث علمية محکمة | ||
| DOI: 10.21608/jsos.2025.384458.1743 | ||
| Authors | ||
| مي محمود* 1; حنان عاطف کمال الدين عبدالله2 | ||
| 1أستاذ مشارك الجامعة الحديثة للتكنولوجيا والمعلومات | ||
| 2قسم الاعلام الجديد، کلية الاعلام بالجامعة الحديثة للتکنولوجيا والمعلومات | ||
| Abstract | ||
| This study explores the role of experiential marketing in fostering consumer advocacy, a topic of growing relevance in today’s emotionally driven and highly connected marketplace. As traditional marketing strategies become less effective in building long-term brand loyalty, this research investigates how immersive and emotionally resonant brand experiences influence consumers’ willingness to recommend, support, and defend a brand. Grounded in a human-centred approach, the study emphasizes the psychological and emotional connections forged through sensory, affective, behavioural, and intellectual experiences. The research adopts a quantitative methodology, utilizing a structured survey administered to a representative sample of consumers across various age groups and sectors. The data analysis, conducted using SPSS, reveals significant positive relationships between the dimensions of experiential marketing and levels of consumer advocacy. The findings suggest that experiences which engage consumers beyond functional benefits can significantly enhance brand trust, emotional attachment, and advocacy behaviours. This paper contributes to the emerging literature on experience-based marketing by highlighting its strategic potential in cultivating brand ambassadors in competitive markets. By shedding light on the mechanisms through which experiential marketing drives consumer engagement and loyalty, the study offers valuable insights for both scholars and practitioners aiming to build more sustainable and emotionally resonant brand-consumer relationships. | ||
| Keywords | ||
| التسويق التجريبي; مناصرة المستهلك; تجربة العلامة التجارية | ||
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