The effects of experiential marketing on consumption culture: A study on holiday market practices in shopping centers

The Effects of Experiential Marketing on Consumption Culture: A Study on Holiday Market Practices in Shopping Centers is a thesis study in which the effects of experiential marketing on consumption culture is discussed. After determining the scope and limits of the thesis subject, its permanency in postmodern social structures is demonstrated in a conceptual and theoretical framework through explicating it's relations to social theories and marketing; it's effects on experiential marketing and consumption culture is discussed within the scope of postmodern marketing and a study is conducted on the uses and effects of experiential marketing in holiday markets organized inside shopping malls. As part of the study, the questionnaire technique was chosen among other qualitative research methods and applied to 338 consumers in a themed shopping center located in İzmir. Data from this study was analysed by using SPSS software. Employing the results of the analysis, the effects of five experiential modules - sense, feel, think, act and relate - on emotions; the effects of emotions on satisfaction; the effects of satisfaction on behavioral intention and finally, the effects of behavioral intention on the consumption behaviors of consumer is studied. According to the findings of the study, the effects of sense, feel, think, act and relate marketing practices on emotion; the effects of emotions on satisfaction; satisfaction on behavioral intention were determined and it was concluded that behavioral intention differs according to gender.