Exploring the Impact of Experiential Marketing on Audience Perception in Indian Performing Art Educational Institutions

Vartika Avdhesh; Ruchi Jain; Archana Tyagi

doi:10.4108/eetel.v8i3.3368

Authors

Vartika Avdhesh Amity University
Ruchi Jain Amity University
Archana Tyagi Indian Institute of Management Kashipur

DOI:

https://doi.org/10.4108/eetel.v8i3.3368

Keywords:

Experiential Marketing, Digital Experiential Marketing, Audience Perception, Performing Arts, Immersive Experiences, Educational Value

Abstract

This study aimed to assess the impact of experiential marketing on audience perception in Indian performing art educational institutions. For this purpose, data were collected between August 2022 to January 2023 from 311 students of the National School of Drama (NSD), Shriram Bharatiya Kala Kendra, Kathak Kendra, and Triveni Kala Sangam. The study focused on experiential marketing strategies incorporated into digital platforms. In this study, structural equation modelling and regression analysis were employed to analyze the impact of experiential marketing on audience perception, and the results indicated a positive relationship between perception and the quality of Interactive Experiences. However, no statistically significant results were found for the relationships between Perception and Immersive Experiences and Perception and Educational Value, suggesting the need for more specific and tailored measures. The results had important implications for designers and developers of digital experiences, who might benefit from prioritizing interactivity and tailoring content to enhance user perception of immersive experiences and educational value on behalf of their educational clientele.

References

Bhattacherjee and Premkumar, “Understanding changes in belief and attitude toward information technology usage: A theoretical model and longitudinal test,” MIS Q, vol. 28, no. 2, p. 229, 2004.

J. J. Brakus, B. H. Schmitt, and L. Zarantonello, “Brand experience: What is it? How is it measured? Does it affect loyalty?” J. Mark., vol. 73, no. 3, pp. 52–68, 2009.

S. Brown, K. Lee, and R. Patel, “The role of storytelling in experiential marketing: A review,” Journal of Brand Management, vol. 23, no. 4, pp. 57–71, 2016.

J. E. Escalas, “Narrative processing: Building consumer connections to brands,” in Handbook of Brand Relationships, 2010, pp. 233–247.

M. Huang, P. Li, and G. S. Mesch, “Immersive and interactive experiences in virtual reality: A literature review,” Computers in Human Behavior, vol. 115, 2021.

M. Johnson, H. Kim, and Y. Park, “Understanding experiential marketing strategies: An exploratory study,” Journal of Marketing Research, vol. 13, no. 1, pp. 12–27, 2015.

A. Jones, R. Patel, and L. Roberts, “The role of storytelling in experiential marketing: A review,” Journal of Brand Management, vol. 28, no. 2, pp. 77–92, 2021.

P. Klaus and S. Maklan, “EXQ: A multiple-item scale for assessing service experience,” Journal of Service Management, vol. 23, no. 1, pp. 5–33, 2012.

Z. Liao, Y. Li, and Y. Lu, “How does interactivity affect user experience in mobile applications? The roles of playfulness, flow experience, and cognitive absorption,” The roles of playfulness, flow experience, and cognitive absorption. Behavior & Information Technology, vol. 38, pp. 679–692, 2019.

B. J. Pine 2nd and J. H. Gilmore, “Welcome to the experience economy,” Harv. Bus. Rev., vol. 76, no. 4, pp. 97–105, 1998.

N. Ravaja, “Contributions of psychophysiology to media research: Review and recommendations,” Media Psychol., vol. 6, no. 2, pp. 193–235, 2004.

A. Roberts, P. Turner, and R. Miller, “Challenges and opportunities in implementing experiential marketing strategies,” International Journal of Marketing Studies, vol. 9, no. 2, pp. 10–25, 2020.

G. Bascoul, J. Schmitt, D. Rasolofoarison, L. Chamberlain, and N. Lee, “Using an experiential business game to stimulate sustainable thinking in marketing education,” J. Mark. Educ., vol. 35, no. 2, pp. 168–180, 2013.

B. Schmitt, “The concept of brand experience,” J. Brand Manag., vol. 16, no. 7, pp. 417–419, 2009.

S. Smilansky, Experiential marketing: A practical guide to interactive brand experiences. Kogan Page Publishers, 2009.

J. Smith, S. Lee, and H. Kim, “Understanding experiential marketing strategies: An exploratory study,” Journal of Marketing Research, vol. 18, no. 1, pp. 25–40, 2020.

M. Thompson, T. Johnson, & Y. Park. The impact of experiential marketing strategies on the audience. 2022.

C. Tynan and S. McKechnie, “Experience marketing: a review and reassessment,” J. Mark. Manag., vol. 25, no. 5–6, pp. 501–517, 2009.

A. Williams, M. Thompson, and L. Anderson, “The impact of experiential marketing strategies on audience perception and engagement,” Journal of Consumer Behaviour, vol. 14, no. 3, pp. 167–181, 2018.

X. Xu, W. C. Hong, Y. Zhang, H. Jiang, and J. Liu, “Learning paths design in personal learning environments: The impact on postgraduates’ cognitive achievements and satisfaction,” Innovations in Education and Teaching International, pp. 1–16, 2023.

Q. An, W. C. Hong, X. S. Xu, Y. Zhang, and K. Kolletar-Zhu, “How education level influences internet security knowledge, behaviour, and attitude: A comparison among undergraduates, postgraduates and working graduates,” International Journal of Information Security, vol. 22, no. 2, pp. 305–317, 2022.

H. T. Lumapenet, “Effectiveness of Self-Learning Modules on Students’ Learning in English Amidst Pandemic,” English Amidst Pandemic. Resmilitaris, vol. 12, no. 6, pp. 949–953, 2022.

T. S. Guiamalon, “Internship In Times Of Pandemic: A Qualitative Phenomenological Study,” Resmilitaris, vol. 12, no. 6, pp. 1039–1050, 2022.

D. A. Al-maaitah, T. Majali, M. Alsoud, and T. A. Al-Maaitah, “The Role of Leadership Styles on Staffs Job Satisfaction In Public Organizations,” J. Contemp. Issues Bus. Gov., vol. 27, no. 1, pp. 772–783, 2021.

S. Tripathi and A. Al -Zubaidi, “A Study within Salalah’s Higher Education Institutions on Online Learning Motivation and Engagement Challenges during Covid-19,” FMDB Transactions on Sustainable Techno Learning., vol. 1, no. 1, pp. 1–10, 2023.

W. C. H. Hong, “Improving English as a foreign language learners’ writing using a minimal grammar approach of teaching dependent clauses: A case study of Macao secondary school students,” in Innovative Approaches in Teaching English Writing to Chinese Speakers, B. L. Reynolds & M. F. Teng, Eds. De Gruyter Mouton, 2021, pp. 67–90.

W. C. H. Hong, “The Effect of Absence of Explicit Knowledge on ESL/EFL Stress-Placement Accuracy: A quasi-experiment,” Asian EFL Journal, vol. 20, no. 2, pp. 262–279, 2018.

D. Saxena, S. Khandare and S. Chaudhary, “An Overview of ChatGPT: Impact on Academic Learning,” FMDB Transactions on Sustainable Techno Learning., vol. 1, no. 1, pp. 11–20, 2023.

B. Aravind and S. S. Rajest, “ICT-based digital technology for testing and evaluation of English language teaching,” in Handbook of Research on Learning in Language Classrooms Through ICT-Based Digital Technology, IGI Global, 2023, pp. 1–11.

P. Jayakumar, S. Suman Rajest, and B. R. Aravind, “An empirical study on the effectiveness of online teaching and learning outcomes with regard to LSRW skills in COVID-19 pandemic,” in Technologies, Artificial Intelligence and the Future of Learning Post-COVID-19, Cham: Springer International Publishing, 2022, pp. 483–499.

S. Shruthi and B.R. Aravind, “Engaging ESL Learning on Mastering Present Tense with Nearpod and LearningApps.org for Engineering Students,” FMDB Transactions on Sustainable Techno Learning., vol. 1, no. 1, pp. 21–31, 2023.

R. S. Suman, S. Moccia, K. Chinnusamy, B. Singh, and R. Regin, Eds., “Handbook of research on learning in language classrooms through ICT-based digital technology,” Advances in Educational Technologies and Instructional Design. IGI Global, 10-Feb-2023.

M. H. A. Al-Abyadh and H. A. H. Abdel Azeem, “Academic achievement: Influences of university students’ self-management and perceived self-efficacy,” J. Intell., vol. 10, no. 3, p. 55, 2022.

H. A. H. Abdel Azeem and M. H. A. Al-Abyadh, “Self-compassion: the influences on the university students’ life satisfaction during the COVID-19 outbreak,” Int. J. Hum. Rights Healthc, 2021.

N. A. S. Al-Abrat and M. H. A. Alabyad, “The Extent of Awareness of Faculty Members at Al-Bayda University About the Concept of Educational Technology and Their Attitudes Towards It,” in New Trends in Information and Communications Technology Applications. NTICT 2021, vol. 1511, A. M. Al-Bakry, Ed. Cham: Springer, 2021.

A. Ldbyani and M. H. A. Al-Abyadh, “Relationship between Dark Triad, Mental Health, and Subjective Well-being Moderated by Mindfulness: A Study on Atheists and Muslim Students,” Islamic Guidance and Counseling Journal, vol. 5, no. 1, pp. 71–87, 2022.

T. A. Al-maaitah, T. Majah, M. Alsoud, and D. A. Al-maaitah, “The Impact of COVID 19 on the Electronic Commerce Users Behavior,” J. Contemp. Issues Bus. Gov., vol. 27, no. 1, pp. 784–793, 2021.

W. C. H. Hong, “The impact of ChatGPT on foreign language teaching and learning: Opportunities in education and research,” Journal of Educational Technology and Innovation, vol. 5, no. 1, pp. 37–45, 2023.

W. C. Hong, C. Y. Chi, J. Liu, Y. F. Zhang, V. N.-L. Lei, and X. S. Xu, “The influence of social education level on cybersecurity awareness and behaviour: A comparative study of university students and working graduates,” Education and Information Technologies, vol. 28, no. 1, pp. 439–470, 2022.

X. Lian, W. C. Hong, X. Xu, K.-Z. Kimberly, and Z. Wang, “The influence of picture book design on visual attention of children with autism: A pilot study,” International Journal of Developmental Disabilities, pp. 1–11, 2022.

S. S. Priscila, S.S. Rajest, S. N. Tadiboina, R. Regin and S. András, “Analysis of Machine Learning and Deep Learning Methods for Superstore Sales Prediction,” FMDB Transactions on Sustainable Computer Letters., vol. 1, no. 1, pp. 1–11, 2023.

W. C. H. Hong, “Macao Secondary School EFL Teachers' Perspectives on Written Corrective Feedback: Rationales and Constraints,” Journal of Educational Technology and Innovation, vol. 4, no. 4, pp. 1–13