Title: Effectiveness of experiential business models marketing in building customer engagement

Authors: M. Sivakoti Reddy; Ashutosh Singh; M. Jagadish Kumar; Rameshwaran Byloppilly; Krishna B. Koppa

Addresses: Department of Management Studies, Vignan's Foundation for Science, Technology, and Research, Vadlamudi, Andhra Pradesh, India ' Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India ' Department of Social Development and Research, Hyderabad, Telangana, India ' Department of Marketing, City University Ajman, Ajman, UAE ' Department of Marketing, Faculty of Management Studies, CMS Business School, JAIN (Deemed-to-be University), Bangalore, Karnataka, India

Abstract: This study discusses how experiential marketing enables brands to develop an engagement strategy that can deepen emotional connections, increase loyalty, and lead to advocacy instead of mere advertising through transactive experience. This article reviews a literature study and case studies to establish whether experiential marketing elevates customer engagement industry-wide. Using 470 data points, engagement, metrics-emotional connection, purchase intent, and brand loyalty are considered for a closer view. The research approach involves qualitative interviews and quantitative business surveys using experiential strategies. The analytical tools used for the research outcome are Python, which is used for data visualisation; SPSS, which is used for survey analysis; ANOVA, which is used for comparing metrics; and Mathematica, which is used for calculations. This paper shows that experiential marketing significantly influences brand loyalty, purchase intent, and emotional connection. Additionally, sensory marketing, brand activities, and product testing positively enhance the value of brands. It can be concluded that experiential marketing is beneficial in competitive markets; however, this has to be adapted according to customers' changing needs, with practical implications for long-term customer engagement.

Keywords: experiential marketing; customer engagement; sensory marketing; brand loyalty; interactive content; emotional connection; customer participation; marketing strategies.

DOI: 10.1504/IJBSR.2026.150378

International Journal of Business and Systems Research, 2026 Vol.20 No.1, pp.1 - 28

Received: 08 Nov 2024
Accepted: 02 Mar 2025
Published online: 12 Dec 2025 *

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