O marketing de experiência e a influência do comportamento do consumidor na era contemporânea

Abstract

Experiential marketing is any type of customer-focused marketing activity that provides consumers with experiences through senses and emotions. In this context, it is clear that experience marketing focuses on creating a bond with consumers, encouraging consumers to have experiences beyond products and services. Aiming to answer the following question: How does experience marketing influence consumer behavior? With this in mind, the objective of this work is to present how experience marketing influences consumer behavior. The study was carried out through bibliographical research, and of a qualitative, exploratory nature, which in turn seeks to make the theme more evident and, thus, achieve a deeper understanding of the topic. Based on articles published on Google Scholar, Spell, CAPES and Scielo platforms. Based on the analysis carried out, it was possible to confirm that the work achieved the proposed objectives, both general and specific, by demonstrating how experiential marketing affects consumer behavior. The research revealed that experience marketing is not just a momentary evolution, but rather an approach that transforms purchasing behavior, making the consumer value the experience more than just the product, and thus strengthening the connection between the brand and the product.