Autor:

ElRabbat, Samar Ahmed ; Arous, Jamel Ali ; Hima, Nadia Ali ; ElAwad, Islah Hassan ; AlRuwaili, Roaa Taysir

Współtwórca:

Stankiewicz, Janina - red. nacz. ; Preston, Peter- red. jęz. ; Zmyślony, Roman - red. statyst. ; Skalik, Jan - red. ; Moczulska, Marta - red. ; Adamczyk, Janusz- red.

Tytuł:

The impact of experiential marketing on product trust in e-commerce: The mediating role of user experience in Saudi Arabia

Tytuł publikacji grupowej:

Management, vol. 29 (2025)

Temat i słowa kluczowe:

experiential marketing ; sensory engagement ; user experience ; personalization ; product confidence ; marketing doświadczalny ; zaangażowanie sensoryczne ; personalizacja ; doświadczenie użytkownika ; zaufanie do produktu

Abstract:

Research Background and Purpose: The exponential growth of e-commerce, each globally and inside Saudi Arabia, highlights the importance of fostering consumer trust. This study pursuits to observe the connection among experiential advertising and customer self belief in the e-trade area, with person experience serving as a mediating factor. ; Design/Methodology/Approach: A quantitative research method was hired, using a survey tool to collect facts from 415 purchasers in the Northern Borders location of Saudi Arabia. The questionnaire was designed to evaluate client perceptions of experiential advertising and their self belief degrees in e-trade. Statistical analysis become performed the usage of SPSS and AMOS to discover the relationships among variables. ; Findings: The findings suggest an instantaneous correlation among experiential advertising and product confidence, in addition to a fantastic affiliation between experiential marketing and user revel in. Additionally, the results show that experiential advertising and marketing substantially complements purchaser confidence in e-trade services, with person enjoy gambling a critical mediating function. ; Value Added and Limitations: This research offers valuable insights for e-commerce entities to develop effective strategies that enhance user engagement and foster strong consumer relationships, contributing to success in a competitive online marketplace. However, the study`s cross-sectional design limits the ability to establish causal relationships among the examined variables

Wydawca:

Zielona Góra: Faculty of Economics and Management Press

Data wydania:

2025

Typ zasobu:

artykuł

Format:

application/pdf

DOI:

doi.org/10.58691/man/204472

Strony:

531-556

Źródło:

Management, vol. 29, no 1 (2025)

Jezyk:

eng

Prawa do dysponowania publikacją:

Biblioteka Uniwersytetu Zielonogórskiego