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.