The effect of experiential marketing and augmented reality technology, among current marketing approaches, on consumer behavior

Developments in science and technology lead to important developments in the field of marketing, as in every field. Traditional tools, which were mainly used in marketing until recently, are being replaced by digital channels and applications. With AR technology, consumers can interact with the brand not only in stores and showrooms, but also in every area where they can connect to the internet, and it seems to be a technology that can allow them to have a unique experience even when they are at home. The rapid spread of technological developments in the global world and quick access to information have brought about the emergence of similar products almost all over the world and made it difficult to differentiate with product features. Therefore, today, many businesses aim to reach consumers by providing personalized and unique experiences, rather than standing out with their product features, and aim to differentiate and be permanent by appealing to their emotions. In this regard, a literature review was made, and the contributions of the experiential marketing approach and developments in augmented reality technology to marketing and their effects on consumer behavior were mentioned. In the study, 414 participants were reached and information about their experiences was obtained through an online survey. This information obtained was analyzed through SPSS 26.0 program. As a result of the analysis, it has been seen that augmented reality technology positively affects participation in experiential marketing activities and augmented reality-supported experiential marketing activities also positively affect consumer behavior. The study concluded that the use of augmented reality technology as an experiential marketing tool significantly affects participation in experiential marketing activities, customer satisfaction, customer purchase intention and customer loyalty. It is thought that the research results will contribute to the marketing literature and many businesses in the sector with the suggestions developed, in terms of examining consumer behavior, customer satisfaction, customer loyalty and purchasing intention together. Keywords: Marketing, Experiential Marketing, Augmented Reality, Consumer Behavior