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Experiential Marketing and Sustainability: Driving Consumer Engagement and Brand Loyalty

Book Chapter

Authors: Sai Lakshmi Padmaja Peyyala (Maris Stella College, India), Vijaya Kittu Manda (PBMEIT, India), and N. Kishore Babu (Andhra University, India)

DOI: https://doi.org/10.4018/979-8-3373-7615-8.ch002

Book Name: Emotional and Experiential Dimensions of Modern Marketing

ISBN: ISBN13: 9798337376158|ISBN13 Softcover: 9798337376165|EISBN13: 9798337376172

Publisher: IGI Global Scientific Publishing, Hershey, PA, USA

Editor(s): Rossana Piccolo (University of Teramo, Italy) and Marianna Boero (University of Teramo, Italy)

Book Chapter Number: 2

Publication Date: October 26, 2025

Pages: Pages 31-64 (34 pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: Experiential Marketing (EM) is an emerging marketing strategy that can profoundly impact global shopping. It grabbed so much attention that marketers began investing in technologies to revolutionize the future of the shopping experience. EM helps marketers interact at the customer level and help customers make their memories by touching upon their sensory elements. Several EM techniques are now in use - pop-up stores, virtual events, online games, immersive environments, live demos, brand activations, and guerilla marketing. Despite being so important, EM remains an unexplored area for researchers, especially regarding sustainability. This chapter provides insights for marketers on the implications of integrating EM in their strategies to sustainably enhance the consumer shopping experience. It also discusses the emerging trends, challenges, and risks hindering the adaptation of experiential marketing technologies.

Keywords: Customer Experience, Brand Engagement, Sensory Marketing, Immersive Technologies, Augmented Reality, Virtual Reality, Gamification, Emotional Metrics, Interactive Experiences, Sustainability Marketing

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