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The Role of Experience in the Digital Age and Its Purpose in the Value Creation Process

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  • Sakib, S M Nazmuz

Abstract

Advances in new technologies have disrupted the business environment with increased access to information and communication tools that cause a shift from traditional brick-and-motor business to online business models. These changes have impacted the way products and services are marketed. Importantly, creation of value in marketing has changed consistent with the live experience dynamic in the new business environment. The aim of the present evaluation, therefore, is to assess the potential of experiential marketing in the digital era in the process of value creation in online businesses. In the process, a mixed-methods research was conducted guided by a pragmatist epistemology and abductive logic in the evaluation of secondary qualitative and quantitative data sourced from online journal data repositories. Using descriptive and thematic analyses, the study demonstrated the capacity of experiential marketing in the development of a marketing strategy recognizing the importance of interaction between customers, and products or services, the mediating role of live experience on online customer behavior, particularly customer satisfaction and customer loyalty in the development of business-customer relationships.

Suggested Citation

  • Sakib, S M Nazmuz, 2021. "The Role of Experience in the Digital Age and Its Purpose in the Value Creation Process," OSF Preprints vh7gz, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:vh7gz
    DOI: 10.31219/osf.io/vh7gz
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    References listed on IDEAS

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    1. Nisreen Ameen & Ali Tarhini & Alexander Reppel & Amitabh Anand, 2021. "Customer experiences in the age of artificial intelligence," Post-Print halshs-03045430, HAL.
    2. Barari, Mojtaba & Ross, Mitchell & Surachartkumtonkun, Jiraporn, 2020. "Negative and positive customer shopping experience in an online context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Yang, Yongqing & Gong, Yeming & Land, Lesley Pek Wee & Chesney, Thomas, 2020. "Understanding the effects of physical experience and information integration on consumer use of online to offline commerce," International Journal of Information Management, Elsevier, vol. 51(C).
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