Experiential marketing and its influence on the purchasing behavior of Movistar brand customers in the province of Manabí -Ecuador
Keywords:
Experiential marketing, Purchasing behavior, Memorable experiences, Customer loyalty, Brand perception, Emotional relationshipAbstract
The present study analyzes the influence of experiential marketing on the purchasing behavior of Movistar customers in Manabí through a non-experimental quantitative design. Using a longitudinal inductive approach and surveys with a Likert questionnaire, high reliability (A = 0.951) and a significant correlation between experiential marketing and purchasing behavior (R = 0.850, p < 0.001) were found. The general and specific hypotheses were confirmed, demonstrating that sensory, emotional and relationship experiences positively influence customers' purchasing decisions. These results support Movistar's strategy in Manabí to strengthen emotional connection and customer loyalty through experiential marketing, validating its effectiveness in this specific market context.
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