The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging Markets | ||
| International Design Journal | ||
| Article 22, Volume 12, Issue 5 - Serial Number 48, September and October 2022, Pages 217-224 PDF (1 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/idj.2022.260598 | ||
| Author | ||
| hanan atef abdulla | ||
| new media, faculty of mass communication, modern university for technology & information | ||
| Abstract | ||
| In the 21st century of virtual connectivity, using experiential advertising as a merging Markets communication tool is widely embraced by brands and businesses that see nothing Experiential advertising better than connecting with consumers. Experiential advertising is about delivering word-of-mouth marketing live brand experiences that give consumers the opportunity to interact with the brand. “Word of mouth (WOM)” is consumer interest reflected in daily interactions. This is a strategies cheap (and sometimes free) marketing technique. Word of mouth is successfully used Experiential Marketing by many businesses to promote their brands by telling their customers about the experiences they want to share with their friends and family. | ||
| Keywords | ||
| IEmerging Markets Experiential advertising word; of; mouth marketing strategies Experiential | ||
| References | ||
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