Advances in Management and Applied Economics

Influence of Experiential Marketing on Online Engagement of the Consumer in the Fashion Industry in the City of Aguascalientes

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• Abstract 

  This research has the general objective of analyzing the influence of experiential marketing on consumer engagement online in the fashion sector of the City of Aguascalientes. The most relevant aspects found in the review of the theoretical-empirical literature are presented, to later propose the possible direct and positive relationship between the variables: Experiential Marketing and online engagement, through the design of a theoretical model that presents the causal relationship between them. The type of research that was carried out was non-experimental, cross-sectional and with a correlational-causal scope, which leads to the development of an empirical study through the application of a questionnaire to young people between 20 and 34 years old, allowing to obtain quantitative data that was analyzed with the SPSS software and modeled using the structural equation technique to test and contrast the research hypotheses.

  JEL classification numbers: L67, L81, M15, M31.

  Keywords: Experiential Marketing; online engagement; online consumer behaviour, electronic commerce; digital marketing; fashion.